SEAT Summer 2011
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  • 1. reliVe the alsd conference in photos: find yourself at la liVe page 46 S E AT leading the premium seat industry summer 2011 p u b l i s h e d b y t h e a s s o c i at i o n o f l u x u r y s u i t e d i r e c t o r sthe destination suite cambria’s design studio at target field plus: why is the alsd going to minneapolis in 2012? page 40 member editorial: member highlight: an analysis of best practiceshow Jake bye & the st. louis “rally rob” and tulsa’s utilized by suite directorsrams sell suite partnerships entertainment well page 60 page 16 page 32
  • 2. The Preferred Stadium Brand of Undercounter Refrigerationce Machines Wine Cellars Refrigerators Refrigerated Drawers ADA Series Ice Machines Wine Cellars Refrigerators Refrigerated Drawers ADA Series Contact us for details on our stadium programs and these Marvel’s exclusives! • Installation service • Stainless steel or your choice of color • Team logo graphics applied with SonicImageTM technology For more information on Marvel’s top of the line products, visit our website or call 1-800-223-3900
  • 3. Your Away Team Relax responsibly.® Imported by Crown Imports LLC, Chicago, IL 60603
  • 4. TWO WORDS:SPECIAL. TREATMENT.MOTOROLA HOSPITALITY SOLUTIONSWhether entertaining business clients, closing a major deal or socializing with family or friends, yourcustomers look to make the most out of their entertainment dollar.Service, state-of-the-art amenities, and an overall exceptional experience are a must. Exceed theirexpectations. Equip your staff with mobile voice and data solutions so they can offer the ultimate inentertainment satisfaction. Afterall, everyone loves to be treated like a VIP.For more information, please visit us, MOTO, MOTOROLA SOLUTIONS and the Stylized M Logo are trademarks or registered trademarks of Motorola Trademark Holdings, LLC and are used under license.All other trademarks are the property of their respective owners. ©2011 Motorola Solutions, Inc. All rights reserved.
  • 5. Elite Risk Insurance Solutions Elite Risk Services, Inc. is pleased to beTHE OFFICIAL INSURANCE PARTNER OF THE ALSDWe recently launched a newly enhanced third party liability insurance policy thatis designed to protect suite owners and managers each and every time you rent a suite to a third party.  Separate your liability and pass the minimal insurance premium on to the renter or tenant. WHAT DOES IT COVER? • Third Party Liability • Property Damage or Bodily Injury (specific to the damages or injuries the client may cause or is held responsible) • Separates the suite manager, the venue and the suite owner from the renter or borrower of the suite • One low premium that can included in the suite rental agreement Visit   or call Kevin Kurtz at 800-596-0969 ext. 105   License # 0G40499
  • 6. S E A T 2011 Published by the Association of Luxury Suite Directors COVER STORY40 POLISHED BRANDING One company surfaces as a preeminent branded sports marketing SUMMER partner. Visit the “facility” at Target Field, a destination suite that is a world of its own – Cambria’s Design Studio. PLUS: Learn why the ALSD is going to Minneapolis in 2012. BY AMANDA VERHOFF FEATURES46 ALSD 2011 IN PHOTOS This year’s ALSD Conference and Tradeshow at LA LIVE was one for the ages. In this year’s show recap, SEAT relives the memories of all the events through the lens of SuiteCaptures photography. See if you can 40 find Waldo, or even yourself.54 HOW TO WIN DESPITE LOSING Vince Lombardi once said, “Winning isn’t everything, it’s the only thing.” But for many ALSD members, winning on the field is an uncontrollable variable. Instead, teams focus on what they can control – creating superior customer service and memorable experiences. BY RYAN MIRABEDINI60 AN ANALYSIS OF BEST PRACTICES UTILIZED BY LUXURY SUITE DIRECTORS ALSD members completed two surveys earlier this year – one for sales professionals; the other for service professionals. The results are now unveiled. BY HEATHER LAWRENCE, PH.D. 4668 ALL CITIES ARE NOT CREATED EQUAL SEAT presents a summary of the four-part series, investigating suite pricing across a multi-variant landscape in the NFL, NBA, NHL and MLB. The researchers then aggregate all teams and break them down by geographic location to further investigate the business of sports. BY DR. PETER TITLEBAUM AND DIANE BRANCA, MBA74 CREATING PREMIUM SPONSORSHIP ENGAGEMENT WITH TECHNOLOGY Sponsor presence in stadiums and arenas once consisted of simply splashing static logos around the venue. Not anymore. Welcome to the era of dynamic environments. BY JUSTIN WOOD About the Cover: The Minnesota Twins and Cambria have created a unique branding 74 partnership, highlighted by Cambria’s Design Studio at Target Field. Contents continues overleaf #SEATSummer2011 | | S E A T | 5
  • 7. SUMMERS E A T 2011 ASSociATion of Luxury SuiTE DirEcTorS Chairman Bill Dorsey Executive Director Amanda VerhoffPublished by the Association of Luxury Suite Directors President Jennifer Ark, Green Bay Packers VP, Business Development Pat McCaffrey Director, Sponsor and Partnership Development Dene Shiels Editor of SEAT, Website Director Jared Frank National Sales Manager Scott Hinzman Membership Director Ryan Mirabedini Design Carole Winters Art + Design Director of Finance Dan Lindeman Financial Account Manager Vickie Henke Director of Interactive Media John Tymoski ExECuTIVE CoMMITTEE Chris Bigelow, Bigelow Companies Brian Bucciarelli, Hershey Entertainment & Resorts Greg Hanrahan, united Center Tom Kaucic, Southern Wine & Spirits 34 Pat McCaffrey, ALSD Kim Reckley, Detroit Red Wings & olympia Entertainment DEPARTMENTS BoARD oF DIRECToRS8 NEW ALSD MEMBERS Janie Boles, Auburn university Natalie Burbank, utah Jazz / Salt Lake Bees14 ALSD STAFF EDITORIAL Richard Dobransky, Delaware North Companies Editor’s Note Trent Dutry, uS Airways Center BY JARED FRANK Chris Granger, National Basketball Association The Myth of Ownership (Page 18) MIke Guiffre, Pittsburgh Penguins BY BILL DORSEY Adam Kellner, Chicago Bears Gerald Kissel Debbie Massa, RoI Consulting16 ALSD MEMBER EDITORIAL Scott O’Connell, Minnesota Twins Baseball Club How Do You Ask for the Sale? BY JAKE BYE 24 Mike Ondrejko, Legends Premium Sales Richard Searls, New York Red Bulls SPORTS & eNTeRTAINMeNT ALLIANCe IN TeCHNOLOGy Tom Sheridan, Chicago White Sox22 ALSD MEMBER Q&A S.E.A.T. ExECuTIVE CoMMITTEE Peter Titlebaum, university of Dayton Christine Stoffel, Founder, S.E.A.T. Consortium24 INDUSTRY AND ASSOCIATION Chris Wood, S.E.A.T. Chief Technology Advisor/Coordinator NEWS S.E.A.T. 2011 STEERING CoMMITTEE Cleveland Indians devote suite to its social Bob Jordan, New Meadowlands Stadium Co. media initiative Casey Bookout, university of oklahoma ALSD adds three members to its Board of Craig Neeb, International Speedway Corporation Chip Foley, Forest City Ratners Directors Chris Dill, Portland Trail Blazers Is tailgating the next new revenue stream? Dan O’Neil, National Hockey League Dennis Mills, Major Events International Published by Venue Pub. Inc. Copyright 2011. (All rights Jim Darrow, Ilitch Holdings/Detroit Red Wings reserved). SEAT is a registered trademark of the Association30 ON ALSD.COM of Luxury Suite Directors. SEAT is published quarterly and is John Avenson, Minnesota Twins Kevin Naylor, Indiana Pacers complimentary to all members of the Association of Luxury32 MEMBER HIGHLIGHT Larry Bonfante, united States Tennis Association Suite Directors. SEAT visits with: Lorraine Spadaro, DNC Boston, Inc/TD Garden Rob Gardenhire Mike Morris, Major League Baseball Nancy Galietti, National Football League Director of Marketing Peter Surhoff, Major League Baseball and Business Development Paul DelGuidice, National Basketball Association Tulsa Drillers Paul Barber, Vancouver Whitecaps FC BY JARED FRANK Richard Searls, Red Bulls Arena Roger Baugh, London 2012 olympics Association of Luxury Suite Directors 10017 McKelvey Road, Cincinnati, oH 45231 Sasha Puric, Maple Leaf Sports & Entertainment 513 674 055580 COMING ATTRACTIONS Steve Conley, Boston Red Sox Shane Harmon, New Zealand 2011 World Cup Rugby Tod Caflisch, New orleans Hornets Please Recycle This Magazine Wayne Wichlacz, Green Bay Packers6 | S E A T | | #SEATSummer2011
  • 8. TO K E N S & I C O N S . ..recycled nostalgia Game Used Pucks AUTHENTIC GAME USED Game Used Jerseys O K E N S & I C O N S offers inventive giftsT crafted. .froml egame used pucks, stadium seating, . re c y c d nostalgiaarena floor, even game used jerseys. We workexclusively with real, existing materials thatare filled with your venue and team history. 877-558-7404
  • 9. nEw ALSD MEMbErS SuMMEr 2011Erin White Marvin Crossnoe Caitlin BrownDirector of Special Projects nQativ StudentRome Braves 5414 68th Street, Suite 200 Duke university755 Braves Blvd. Sentry Plaza III 610 W. Morgan Street, #212Rome, GA 30161 Lubbock, Tx 79424 Durham, NC 27701P: 706-378-5100 Kathy Cadenhead Veronica MorrisonTom Ramaley nQativ Radiant Systems, Inc.Principal 5414 68th Street, Suite 200 3925 Brookside ParkwayColorLink Sentry Plaza III Alpharetta, GA 300222211 Braemar Drive Lubbock, Tx 79424 veronica.morrison@radiantsystems.comFort Wayne, IN 46814 kcadenhead@nqativ.comP: 260-602-8604 Lindsey Larry Landusky Manager of Premium Seating Services nQativ Chicago White SoxScott Campbell 5414 68th Street, Suite 200 u.S. Cellular FieldPrincipal Sentry Plaza III 333 W. 35th StreetColorLink Lubbock, Tx 79424 Chicago, IL 606162211 Braemar Drive P: 312-674-5350Fort Wayne, IN 46814 Nancy Powell Sales Representative Jorel CuomoLisa Raterman MobileBytes Managing PartnerColorLink 41 Far Pond Road iConcertTickets/Premium Seating, Inc.1615 Park Road Southampton, NY 11968 2263 NW Boca Raton Blvd, #20Fort Wright, KY 41011 P: 631-356-3566 Boca Raton, FL 33431P: 859-578-9720 P: Martin SkulnikSteven Ayres Coo Jen GreenbergPresident MobileBytes Assistant Director of Client ServicesRocket 55 41 Far Pond Road Executive Suites325 Cedar Street, Suite 102 Southampton, NY 11968 Verizon CenterSt. Paul, MN 55101 P: 570-807-2642 Monumental Sports & EntertainmentP: 612-418-2787 601 F Street Washington, DC 20004 Michael Reynolds P: 202-661-5042Kyle Johnson Sales Manager jgreenberg@monumentalsports.comCreative Director MobileBytesRocket 55 41 Far Pond Road Ginger Seidel325 Cedar Street, Suite 102 Southampton, NY 11968 National Ticket CompanySt. Paul, MN 55101 P: 570-233-0358 Po Box Shamokin, PA 17872 P: 570-672-2900Jeannie Ayres Britton Miller gseidel@nationalticket.comProject Manager Director, Client Services and Special ProjectsRocket 55 Washington Nationals Mark LaCoste325 Cedar Street, Suite 102 Nationals Park National Ticket CompanySt. Paul, MN 55101 1500 S. Capitol Po Box Washington, DC 20003 Shamokin, PA 17872 mlacoste@nationalticket.comMacy JohnsonProject Manager Kathy Hilgendorf Gary ChabotRocket 55 Premium Services Manager National Ticket Company325 Cedar Street, Suite 102 Delaware North Companies Po Box 547St. Paul, MN 55101 Sportservice at Busch Stadium Shamokin, PA 405 S. Broadway St. Louis, Mo 63102Dave Neff P: 314-345-9160 Jason MauserAssociate Director, Suite Sales & Services National Ticket CompanyIndiana Pacers Po Box 547Conseco Fieldhouse Mike Mungiello Shamokin, PA 17872one Conseco Court Director of Suites jmauser@nationalticket.com125 S. Pennsylvania Street Calgary Flames Hockey ClubIndianapolis, IN 46204 555 Saddledome Rise SE R. Clay JensenP: 317-917-2831 Calgary, AB T2G 2W1 Vice President of Ticket Sales & VIP Canada utah Jazz/Salt Lake Bees P: 403-777-5323 EnergySolutions Arena/ Miller Motorsports ParkBret Cadenhead 301 West South TemplenQativ Salt Lake City, uT 841015414 68th Street, Suite 200 Kelvin Ang P: 801-325-2544Sentry Plaza III Student cjensen@utahjazz.comLubbock, Tx 79424 DeVos Sport Business Management ProgramP: 806-687-8500 university of Central Florida Kristen 12050 Lexington Summit Street Hospitality and Events Assistant orlando, FL 32828 Carolina Panthers P: 315-450-1420 800 S. Mint Charlotte, NC 28202 P: 704-358-7864 | S E A T | | #SEATSummer2011
  • 10. nEw ALSD MEMbErS SuMMEr 2011Chrystal Rowe Bob Price Scott JablonskiMarketing Manager President /owner Director, Club Analytics & ReportingCarolina Panthers one Furniture Group National Hockey League800 S. Mint 6520 Airport Center Drive 1185 Avenue of the AmericasCharlotte, NC 28202 Greensboro, NC 27409 14th FloorP: 704-358-7488 P: 336-235-0221 New York, NY P: 212-789-2688 sjablonski@nhl.comJohn Wells Grant BuckboroughExecutive Director Senior Director of Ticket Sales Rob MulhallErie County Convention Center Authority Phoenix Coyotes Information Manager, Club Analytics & Reporting809 French Street 6751 N. Sunset Blvd, #200 National Hockey LeagueErie, PA 16501 Glendale, AZ 85305 1185 Avenue of the AmericasP: 814-480-6012 P: 623-772-3369 14th New York, NY 10036 rmulhall@nhl.comCharles Iverson Stew MacDonaldDirector of Finance, Administration Chief Revenue Officer Janice ThissenErie County Convention Center Authority Edmonton oilers Hockey Club Vice President809 French Street 11230 110th Street Acme TicketErie, PA 16501 Edmonton, AB T5G 3H7 16 Sheffield StreetP: 814-480-6058 Canada Toronto, oN M6M P: 780-409-5860 Canada P: 416-249-9163Ronald Desser janicet@acmedecal.comDirector – Facilities Crystal HaunteErie County Convention Center Authority Premium Seating Manager Bill Kerson809 French Street Stockton Arena PresidentErie, PA 16501 Stockton, CA 95203 Acme TicketP: 814-480-6015 P: 209-373-1485 16 Sheffield Toronto, oN M6M 3E6 CanadaDawn Betza Jordan HergottCoordinator – Publicity/SE Spec Seats Patrick DuffyErie County Convention Center Authority 348 Hauser Blvd, #113 Senior Vice President, Corporate Sales and Marketing809 French Street Los Angeles, CA 90036 PartnershipsErie, PA 16501 P: 323-954-7100 St. Pete Times ForumP: 814-480-6010 Tampa Bay 401 Channelside Drive Al Hergott Tampa, FL 33602Naiden Kremenliev Spec Seats P: 813-301-65254Topps, LLC 348 Hauser Blvd, #113 pduffy@sptimesforum.com121 Fayette Street Los Angeles, CA 90036Winston-Salem, NC 27101 Paul WallaceP: 704-281-8451 Harvey Hergott Senior Director of Executive Suites & Spec Seats St. Pete Times Forum 348 Hauser Blvd, #113 Tampa Bay LightningJoe Bellissimo Los Angeles, CA 90036 401 Channelside DriveCEo Tampa, FL 336024Topps, LLC David Yang P: 813-301-6606121 Fayette Street Spec Seats pwallace@sptimesforum.comWinston-Salem, NC 27101 348 Hauser Blvd, #113P: 336-480-6413 Los Angeles, CA 90036 Andy Assistant Director Premium Sales and Service Keith Gentili Chicago CubsAdam Pennington That’s My Ticket 1060 W. AddisonGametime 165 Main Street, Suite 101 Chicago, IL 6061364 Taxter Road Medway, MA 02053 P: 773-404-4142Irvington, NY 10533 P: 508-553-1900 Christina M. RamosDoug Jackson Dean Macchi Partnership Services & Fulfillment CoordinatorGametime That’s My Ticket orange Bowl Committee64 Taxter Road 165 Main Street, Suite 101 2301 Collins Avenue, #527Irvington, NY 10533 Medway, MA 02053 Miami Beach, FL 33139 P: 305-341-4725Neil Martin Russ Havens ramoschristina@yahoo.comGametime That’s My Ticket64 Taxter Road 165 Main Street, Suite 101 Jeffrey WilenIrvington, NY 10533 Medway, MA 02053 organizational Development Strategist Cleveland IndiansJeff Kroll Stefan Macchi Progressive FieldManager, Premium Services That’s My Ticket 2401 ontario StreetMinnesota Twins 165 Main Street, Suite 101 Cleveland, oH 44115-4003Target Field Medway, MA 02053 P: 216-420-41571 Twins Way jwilen@indians.comMinneapolis, MN 55403P: 612-659-3672jeffkroll@twinsbaseball.com10 | S E A T | | #SEATSummer2011
  • 11. 0126 0001 April 29, 201 - 2:30 pm-7:00 pmNontransferable Admit One - Nontransferable Y Branded Tickets Connect. It’s Time. 0126 0001 April 29, 201 - 2:30 pm-7:00 pm April 29, 201 - 2:30 pm-7:00 pm Admit One - Nontransferable Admit One - Nontransferable FRIDA Y Y TM FRIDA FRIDA 1 1 1 This pass compliments of This pass compliments of This pass compliments of This pass compliments of 0676 0551 April 29, 201 - 2:30 pm-7:00 pmNontransferable Admit One - Nontransferable Y 0676 0551 April 29, 201 - 2:30 pm-7:00 pm April 29, 201 - 2:30 pm-7:00 pm Admit One - Nontransferable Admit One - Nontransferable FRIDA Y Y Void FRIDA FRIDA 0126 0001 April 29, 201 - 2:30 pm-7:00 pm April 29, 201 - 2:30 pm-7:00 pm Admit One - Nontransferable Admit One - Nontransferable 1 INAUGURAL SEASON AT THE NEW CHENEY STADIUM Y Y 1 1 FRIDA FRIDA This pass compliments of This pass compliments of Triple-A Affiliate 1 1 0126 0001 April 29, 201 - 2:30 pm-7:00 pm Admit One - Nontransferable This pass compliments of This pass compliments of Justin SMOAK 2010 Pacific Coast League CHAMPIONS FRIDAY 0801 April 29, 201 - 2:30 pm-7:00 pmNontransferable Admit One - Nontransferable This pass compliments of This pass compliments of Y 0801 April 29, 201 - 2:30 pm-7:00 pm April 29, 201 - 2:30 pm-7:00 pm Admit One - Nontransferable Admit One - Nontransferable FRIDA 1 Y Y FRIDA FRIDA 0676 0551 April 29, 201 - 2:30 pm-7:00 pm April 29, 201 - 2:30 pm-7:00 pm Admit One - Nontransferable Admit One - Nontransferable 1 Y Y This pass compliments of TACOMA RAINIE SACRAMENTO RS vs. SECTION 1 1 ROW RIVER CATS FRIDA FRIDA SEAT VO I TACOMA RAINIE FRIDAY D SACRAMENTO RS vs. SECTION APRIL 15, 2011 RIVER CATS ROW VO I 7:05 PM Dustin SATURDAY This pass compliments of This pass compliments of ACKLEY DUGOUT APRIL 16, 2011 CLUB 7:0 1 1 0676 0551 DUGOUT April 29, 201 - 2:30 pm-7:00 pm Admit One - Nontransferable This pass compliments of This pass compliments of TACOMA vs. SACRAMENTO CLUB EBJAIMEIIKAEEICEJBBDEGIAH TACOMA vs. Y SECTION ROW VO SEAT SACRAMENTO EBJAIMEIIKAEEICEJBBDEGIAH I D Void FRIDA SECTION 2011 SEASON TICKETS ROW ents of 9953565121 APRIL 15, 2011 VO S s complim 7:05 PM I This pas This pass compliments of This pass compliments of L U X U R Y S U I T E APRIL 16, 2011 ACCT# 1234567 9953565121 7:05 PM pm ACCT# 1234567 1 Y RDA :00 0801 April 29, 201 - 2:30 pm-7:00 pm April 29, 201 - 2:30 pm-7:00 pm Admit One - Nontransferable Admit One - Nontransferable IT ONE m -7 Justin Y Y ADMmission Ticket SMOAK This pass compliments of 2010 Pacific Coast League CHAMPIONS FRIDA FRIDA b Ad 0 p Clu s complim ents of Pit Stop This pas pm 2:0 Y 1 0801 1 April 29, 201 - 2:30 pm-7:00 pm Admit One - Nontransferable TU :00 1 - RDA Y 1 IT ONEt m -7 FRIDA , 20 ents of s complim ADMmission Ticke This pas This pass compliments of This pass compliments of SA b Ad 0 p m Clu TACOMA RAINIE l 30 Pit Stop SACRAMENTO RS vs. SECTION Y p1 ROW RIVER CATS SEAT TACOMA RAINIE VO I D SACRAMENTO RS vs. 2:0 FRIDAY Justin RIVER CATS SECTION ROW Apri SEAT :00 APRIL 15, 2011 SMOAK VO I TACOM A RAINIE 7:05 PM D 2010 Pacific Coast RS RDA SATURDAY SACRAMENTO Lea DUGOUT RIVE CHAMPION TU APRIL 16, 2011 CLUB 7:05 PM 1 - ONE m -7 SUNDAY DUGOUT ADMIT on Ticket TACOMA vs. CLUB 201 This pass compliments of SACRAMENTO DUG b Admi ssi EBJAIMEIIKAEEICEJBBDEGIAH SECTION TACOMA vs. 0 p Clu ROW SEAT SACRAMENTO Pit Stop VO I D EBJAIMEIIKAEEICEJBBDEGIAH SECTION ROW SA APRIL 15, 2011 30, 9953565121 VO SEAT EBJAIMEIIKAEEICEJBBDEGI I 2:0 7:05 PM D 9953565121 APRIL 16, 2011 ACCT# 1234567 Historic 7:05 PM inside theBuilding. TU pril Located minion ACCT# 1234567 9953565121 1 - Old Do b or pits . Stop Clu n. in the Pit or pit admissio 201 A mitted d TACOMA RAINIE lers per for grandstan No coo Not vali d SACRAMENTO RS vs. SECTION ROW RIVER CATS SEAT TACOMA RAINIE VO I 001 D SACRAMENTO RS vs. FRIDAY RIVER CAT SA APRIL 15, 2011 30, 7:05 PM SATURDAY DUGOUT APRIL CLUB DUGOU l Apri TACOMA vs. Historic. SACRAMENTO inside the LocatedDominion Buildi ng EBJAIMEIIKAEEICEJBBDEGIAH SECTION ROW SEAT Old . VO EBJAIMEIIKAEEICEJBBDEGIAH b or pits I D Stop Clu n. in the Pit or pit admissio 9953565121 APRIL 15, 2011 mitted d lers per for grandstan 7:05 PM No coo d Not vali 9953565121 ACCT# 1234567 000 Historic. inside the ng LocatedDominion Buildi Old Personalized Dynamic Brand Activation . b or pits Stop Clu n. in the Pit or pit admissio mitted d lers per for grandstan No coo d Not vali 001 SEC ROW SEAT SEC ROW SEAT SEC ROW SEAT SEC ROW SEAT SEC ROW SEAT 121 F 2 121 F 2 121 F 2 121 F 2 121 F 2 121 GAME 5 GAME 4 GAME 3 GAME 2 GAME 1 SEC ROW INCLUDES $2.00 SURCHARGE AND PRICE INCLUDES $2.00 SURCHARGE AND PRICE INCLUDES $2.00 SURCHARGE AND PRICE INCLUDES $2.00 SURCHARGE AND PRICE INCLUDES $2.00 SURCHARGE AND ROW SEAT SEC ROW TIME SUBJECT TO CHANGE SEAT SEC ROW TIME SUBJECT TO CHANGE SEAT SEC SEC ROW SEAT SEC ROW SEAT GAME TIME SUBJECT TO CHANGE GAME TIME SUBJECT TO CHANGE GAME TIME SUBJECT TO CHANGE GAME GAME SEC ROW SEAT SEC ROW SEAT SEC ROW SEAT SEC ROW SEAT PRICE SEAT 101 G 10 101 G 10 101 G 10 101 G 10 101 G 10% ADMISSION TAX ON BALANCE. 10 101 10% ADMISSION TAX ON BALANCE. 113 10% ADMISSION TAX ON BALANCE. F 1 113 10% ADMISSION TAX ON BALANCE. F 1 113 10% ADMISSION TAX ON BALANCE. F 1 113 F 1 113 F 1 SEC 113 ROW SEAT SEC ROW SEAT SEC ROW SEAT SEC ROW SEAT SEC ROW SEAT GAME 5 GAME 4 SEC 3 GAME ROW SEAT SEC ROW SEAT GAME 2 SEC ROW SEAT GAME 1 SEC ROW SEAT SEC ROW SEAT GAME 5 GAME 4 SEC 3ROW SEAT GAME SEC 2ROW SEAT GAME SEC 1ROW 111 GAME SEAT G SEC 11 ROW 111 SEAT G SEC 11 ROW 111 SEAT G 11 111 G 11 111 G 11 111 122 GAME TIME SUBJECT TOD 122 9 GAME TIME SUBJECT TOD 122 9 GAME TIME SUBJECT TOD 9 122 D 9 122 D 9 PRICE122 SUBJECT TO CHANGEAND PRICE INCLUDESSUBJECT TO CHANGEAND PRICE INCLUDESSUBJECT TO CHANGEAND 2 GAME TIME111 SURCHARGE AND 2 GAME TIME111 SURCHARGE AND 2 GAME111 GAME TIME GAME TIME GAME TIME SUBJECT TO CHANGE SUBJECT TO CHANGE GAME TIME SUBJECT TO CHANGE PRICE INCLUDES $2.00 SURCHARGE AND GAME TIME SUBJECT TO CHANGE PRICE INCLUDES $2.00 SURCHARGE AND CHANGE CHANGE CHANGE PRICE INCLUDES $2.00 SURCHARGE AND PRICE INCLUDES $2.00 SURCHARGE AND PRICE INCLUDES $2.00 SURCHARGE AND INCLUDES $2.00 SURCHARGE $2.00 SURCHARGE 111 SURCHARGE $2.00 K PRICE INCLUDES $2.00 K PRICE INCLUDES $2.00 K 5 K 2 GAME111 4 K 2 GAME111 3 GAME 2 GAME 1 10% ADMISSION TAX ON BALANCE. 10% ADMISSION TAX ON BALANCE. GAME 5 10% ADMISSION TAX ON BALANCE. GAME 4 10% ADMISSION TAX ON BALANCE. GAME 3 10% ADMISSION TAX ON BALANCE. GAME 2 GAME 1 10% ADMISSION TAX ON BALANCE. 10% ADMISSION TAX ON BALANCE. 10% ADMISSION TAX ON BALANCE. GAME 5 10% ADMISSION TAX ON BALANCE. GAME 4 10% ADMISSION TAX ON BALANCE. GAME TIME SUBJECT TO CHANGE GAME 3 INCLUDES $2.00 SURCHARGE AND 2 INCLUDES $2.00 SURCHARGE AND PRICE INCLUDESSUBJECT TO CHANGEAND GAME PRICE GAME 1 SECTIME ROW SEAT GAME TIME SUBJECT TO CHANGE GAME GAME TIME SUBJECT TO CHANGE GAME TIME SUBJECT TO CHANGE GAME TIME SUBJECT TO CHANGE GAME TIME SUBJECT TO CHANGE GAME TIME SUBJECT TO CHANGE GAME TIME SUBJECT TO CHANGE GAME TIME SUBJECT TO CHANGE PRICE $2.00 SURCHARGE SEC ROW SEAT PRICE INCLUDES $2.00 SURCHARGE AND SEC ROW SEAT PRICE INCLUDES $2.00 SURCHARGE AND SEC ROW SEAT SEC ROW SEAT GAME TIME SUBJECT TO CHANGE GAME TIME SUBJECT TO CHANGE GAME TIME SUBJECT TO10% ADMISSION TAX ON BALANCE. CHANGE GAME TIME SUBJECT TO10% ADMISSION TAX ON BALANCE. CHANGE GAME TIME SUBJECT TO10% ADMISSION TAX ON BALANCE. CHANGE 10% ADMISSION TAX ON BALANCE. 10% ADMISSION TAX ON BALANCE. 122 PRICE INCLUDES $2.00 SURCHARGE AND PRICE INCLUDES $2.00 SURCHARGE AND PRICE INCLUDES $2.00 SURCHARGE AND PRICE INCLUDES $2.00 SURCHARGE AND PRICE INCLUDES $2.00 SURCHARGE AND E 10 122 E 10 122 E 10 122 E 10 122 E 10 122 PRICE INCLUDES $2.00 SURCHARGE AND PRICE INCLUDES $2.00 SURCHARGE AND PRICE INCLUDES $2.00 SURCHARGE AND PRICE INCLUDES $2.00 SURCHARGE AND PRICE INCLUDES $2.00 SURCHARGE AND 10% ADMISSION TAX ON BALANCE. 10% ADMISSION TAX ON BALANCE. 10% ADMISSION TAX ON BALANCE. 10% ADMISSION TAX ON BALANCE. 10% ADMISSION TAX ON BALANCE. 10% ADMISSION TAX ON BALANCE. 10% ADMISSION TAX ON BALANCE. 10% ADMISSION TAX ON BALANCE. 10% ADMISSION TAX ON BALANCE. 10% ADMISSION TAX ON BALANCE. GAME 5 GAME 4 GAME 3 GAME 2 GAME 1 Book-1128 GAME TIME SUBJECT TO CHANGE GAME TIME SUBJECT TO CHANGE GAME TIME SUBJECT TO CHANGE GAME TIME SUBJECT TO CHANGE GAME TIME SUBJECT TO CHANGE PRICE INCLUDES $2.00 SURCHARGE AND PRICE INCLUDES $2.00 SURCHARGE AND PRICE INCLUDES $2.00 SURCHARGE AND PRICE INCLUDES $2.00 SURCHARGE AND PRICE INCLUDES $2.00 SURCHARGE AND BIND TM TM 10% ADMISSION TAX ON BALANCE. 10% ADMISSION TAX ON BALANCE. 10% ADMISSION TAX ON BALANCE. 10% ADMISSION TAX ON BALANCE. 10% ADMISSION TAX ON BALANCE. Saturday, Nov. 6, 2010 Saturday, Oct. 30, 2010 Friday, Oct. 29, 2010 Saturday, Oct. 16, 2010 Friday, Oct. 15, 2010 Book-1093 Book-1026 7:15 PM 7:15 PM 7:30 PM 7:15 PM 7:30 PM Book-1077 BIND Book-1149 BIND Book-1088 TM TM Saturday, Nov. 6, 2010 Saturday, Oct. 30, 2010 Friday, Oct. 29, 2010 Saturday, Oct. 16, 2010 Friday, Oct. 15, 2010 TM TM Saturday, Nov. 6, 2010 Saturday, Oct. 30, 2010 Friday, Oct. 29, 2010 Saturday, Oct. 16, 2010 Friday, Oct. 15, 2010 BIND 7:15 PM 7:15 PM 7:30 PM 7:15 PM 7:30 PM 7:15 PM 7:15 PM 7:30 PM 7:15 PM 7:30 PM TM TM BIND Saturday, Nov. 6, 2010 Saturday, Oct. 30, 2010 Friday, Oct. 29, 2010 Saturday, Oct. 16, 2010 Friday, Oct. 15, 2010 BIND TM TM Book-1158 Saturday, Nov. 6, 2010 Saturday, Oct. 30, 2010 Friday, Oct. 29, 2010 Saturday, Oct. 16, 2010 Friday, Oct. 15, 2010 Saturday, Oct. 16, 2010 7:15 PM 7:15 PM Friday, Oct. 15, 2010 7:30 PM 7:15 PM 7:30 PM TM TM Saturday, Nov. 6, 2010 Saturday, Oct. 30, 2010 Friday, Oct. 29, 2010 7:15 PM 7:15 PM 7:30 PM 7:15 PM 7:30 PM 7:15 PM 7:15 PM 7:30 PM 7:15 PM 7:30 PM BIND TM TM SEC ROW SEAT SEC ROW SEAT SEC ROW SEAT SEC ROW SEAT SEC ROW SEAT Saturday, Nov. 6, 2010 Saturday, Oct. 30, 2010 Friday, Oct. 29, 2010 Saturday, Oct. 16, 2010 Friday, Oct. 15, 2010 7:15 PM 7:15 PM 7:30 PM 7:15 PM 7:30 PM 121 F 2 121 F 2 121 F 2 121 F 2 121 F 2 SEC ROW SEAT SEC ROW SEAT SEC ROW SEAT SEC ROW SEAT SEC ROW AABAEBEAAEBFBEAFABEFAAEBFAAFAABEEA SEAT AAEABEBFEBAAEABFAFFAAAEFAABABEEBEA AAABAEFBEFAAEEABBBEEBABEEABBEFAAEA SEC ROW SEAT AAEABEBAFFAAFAEBAABEAFEFABABBAEEEA SEC ROW SEAT AAABAEFEBBEAEBAFAEBFAABAEBEABEBEEA SEC ROW SEAT SEC ROW SEAT SEC ROW SEAT 101 G 10 101 G 10 101 G 10 101 G 10 101 G 10484798655618 843580333202 726537686165 113 F 1 846658423973 113 F 1 728689564849 113 F 1 113 F 1 113 F 1 SEC ROW SEAT SEC ROW SEAT SEC ROW SEAT SEC ROW SEAT SEC ROW SEAT SEC ROW SEAT SEC ROW SEAT SEC ROW SEAT SEC ROW SEAT SEC ROW SEAT SEC ROW SEAT SEC ROW SEAT SEC ROW 111 SEAT G SEC 11 ROW 111 SEAT G SEC 11 ROW 111 SEAT G 11 111 G 11 111 G 11 AAAAFFAEBBAEEFABAAFAFAAFBEAABEBEEA AAAAFFAEFABABAFEAFBAEAABAEFFFAAAEA 122 D AABAEBEFAAEBFAEBABEEABEBBAEFEABAEA 9 122 D AAEFBAAAAAFFAAAFFBEBEAEABFAAFAAFEA 9 122 D AAAAFFAABEBEABAFEFAABEFAEBAEABBEEA 9 122 D 9 122 D 9 AABAEBEEEABBBAEAFAFEBAEABBEFAAAFEA AAEABEBAEBAFEBAFAFAAEBBAEAFBFEAAEA AABAEBEAABFEABBEEBAEBEBEAAFAFBEAEA 111 K 2 AAAEFBAABAEFEEBBAAAAFFAAFAFEFBAAEA 111 K 2 AAAEBAFEAAFBEABBEEBABEBFAAEAAFEBEA 111 K 2 111 K 2 111 K 2 001639999649 003905837233 488158611638 367777958022 004979185810 483741691011 842489814163 487076482196 607230774436 248710192304 AAAEFBAAAFBEABEFAEBBAEAABFEEBAAFEA AAEABEBAEBAFBEAFAEBABEABBEEEABEBEA AAABAEFABBEEBBEEAAAFEBAEBAFFBAEAEA SEC ROW SEAT AAAEFBAABAEFAFAAFFEABAFAAFAAEEBBEA SEC ROW SEAT AAEBAAFEABEBEBEBAABEBEEABAFABAFEEA SEC ROW SEAT SEC ROW SEAT SEC ROW SEAT AAAEBAFAEBAFABEFAFBAEABAFEABEABEEA AAABAEFEAEBBBAFAEFAFAAFABAEAAFEBEA AAEABEBAFAEBBEAAFBAEFAEBAAFEFABAEA AAAEFBAFABEAAAEBFBAAFEEBAFAAEEBBEA AAAEBAFEAEBBEBAEBEBFAAAFABEBEBEAEA AAAAFFABAEFAEEBABABBEEEFABAEFBAAEA AAAEBAFEFBAAFAABEABBEEEBABEAAFEBEA AAAEFBAAEAFBEBEBAFAAEBAEABFBEAEBEA 604009167012AAAAFFAFBAEAABEAFBEBEAEEBBABEBEAEA 842498197684AAEFBAAAABFEBEAFAAEEBBEABEBEBABEEA 727603042483 10 122 E 122 607222388867 10E 122 128459491479 10 E 122 E 10 122 E 10 242409830528 725745551504 849221081239 608547788967 245782562995 000834763936 243618761904 609759812791 008342953095 367098678419 AAEBAAFABEAFBEAFAAFABEAEFABBAEBEEA AAABAEFFEBAABEAFAFBAAEAAFAFEBBAEEA AAEFBAAAEFBAEEABBEBABEEBEBAAEABFEA AAAAFFAFAEABAAFEBBEBEAAAFEBEFABAEA AABAEBEEABEBBAEBEBEABEEAABFABAFEEA 124298296448 723598134416 366037195927 005104950439 488448281779 Branded TicketsTM is a full color personalization service that seamlessly integrates with your basic ticket design to allow Suite, Club and Premium Seat clients to “Brand” their tickets by adding logos, images or messages. High Impact, Premium Quality, Astonishingly Affordable John Watlington 804.598.9107 30 Mill Street Wheatland, Pa. 16161 Toll Free: 800.941.1070 Fax: 724.346.1073
  • 12. nEw ALSD MEMbErS SuMMEr 2011James Schrader Allison Chin Emily FoxPresident Executive Suites Coordinator Director of Marketing and operationsInternational Micro Systems New York Islanders Concept Artists, LLC200 Racoosin Drive, Suite 106 1255 Hempstead Tpke 462 Broadway, Suite 540Aston, PA 19014 uniondale, NY 11553 New York, NY 10013P: 484-482-1600 P: 516-501-6752 P: emily@conceptartists.comCharlotte Jensen Rich Rossi Mike ondrejkoVice President & Director, Sports and Entertainment Manager, Corporate Partnerships Chief Operating OfficerABM Industries, Inc. New York Islanders Legends Premium Sales165 Technology Drive, Suite 150 1255 Hempstead Tpke 634 FrelinghuysenIrvine, CA 92618 uniondale, NY 11553 Newark, NJ 07114P: 714-553-7925 P: 516-501-6823 P: mondrejko@legendshm.comKrista Rammelsberg Alberto Accion Heather EnglandDirector of Special Events CEo, President Director of Guest Servicesuniversity of Washington RWB Hospitality, LLC university of Arkansas Athletics Department3910 Montlake Blvd. 901 Hennepin Avenue Razorback AthleticsSeattle, WA 98195 Minneapolis, MN 55403 Bud Walton ArenaP: 206-616-1180 P: 612-767-4821 1270 W. Leroy Pond Fayetteville, AR 72701 P: 479-575-6904Chip Suttles Jason Kirksey hengland@uark.eduDirector, Technology PR CoordinatorVancouver Canucks Georgia Dome Scott Schiff800 Griffiths Way 1 Georgia Dome Drive Director of Ticket SalesVancouver, BC V6B 6G1 Atlanta, GA 30313 Harlem GlobetrottersCanada P: 803-920-6820 400 E. Van Buren, Suite 300P: 604-899-7412 Phoenix, AZ P: 602-707-7011 Jeff Tucker schiff@harlemglobetrotters.comEric Mastalir Vice President of SalesVice President, Corporate Partnerships San Francisco GiantsSan Jose Sharks 24 Willie Mays PlazaHP Pavilion at San Jose San Francisco, CA 94107525 West Santa Clara Street P: 415-972-2252San Jose, CA 95113 jtucker@sfgiants.comP: Sara Hirsch Sales ExecutiveEric Erdlen San Francisco GiantsChief Revenue Officer 24 Willie Mays PlazaNew York Mets San Francisco, CA 9410775 Rockefeller Plaza P: 415-972-2231New York, NY 10019 shirsch@sfgiants.comP: Candice Keener Luxury Suite Account ManagerLuke Solomonson San Francisco GiantsPrincipal 24 Willie Mays PlazaMatchday Intelligence San Francisco, CA 94107Barrio San Martin 26A P: 415-972-2048Bloque I, Portal 1, Bajo 1A ckeener@sfgiants.comZurita de Pielagos, Cantabria39479 Casey ConroySpain Luxury Suite & Business Center CoordinatorP: +34-627-148-736 San Francisco 24 Willie Mays Plaza San Francisco, CA 94107Brittany Ward P: 415-972-2046Sales and Marketing cconroy@sfgiants.comSMG-Reliant Parkone Reliant Park Christian ChapmanHouston, Tx 77054 Premium Seating Account ManagerP: 832-667-3976 San Francisco 24 Willie Mays Plaza San Francisco, CA 94107Clay Kowalski P: 415-972-2268Director, Premium Sales cchapman@sfgiants.comHouston Astros501 Crawford Street Dave BrooksHouston, Tx 77002 Senior Writer & Assignment EditorP: 713-259-8310 Venues Today Po Box 2540 Huntington Beach, CA 92647 P: 714-378-5400 dave@venuestoday.com12 | S E A T | | #SEATSummer2011
  • 13. Editor’s notE by JarEd FrankShock and AweI t is a Tuesday afternoon in August in Dallas Connect with me on which oppressively means: it is Death Valley time outside. And who wants to work, who wants to think during Death Valley time? jaredfrankFifty-plus days and counting of 100 degree tem- and follow me onperatures this calendar year will fry a man’s brain, to mention an egg on the sidewalk. The plants SEAT_Editorin the backyard are no longer green and growing; for daily updates.rather, they are brown and dying. The cockroach-es, crickets, ants, spiders, baby lizards and freakish Here is a sampling of my tweets:mutant Godzilla bugs have all migrated into mybathroom to beat the heat and maybe, just maybe, VIP Club 100 level in new Dynamo Stadium sold out.find a drink of water. The cicada choirs have been 90% of seats in President’s Club and VIP Club 200singing for months; the birds have fallen silent. level also sold.It is too hot to chirp. The dried-out creek bedsno longer provide a refreshing drink to wet theirbeaks. It has not rained in weeks. Hell, I have not Model suite built @ Progressive Field. Indians areseen a cloud in weeks. The dog days of August renting test suite anticipating full-scale renovation.have a rabic bite. Perhaps more so than ever before, we need a Dog and a ballgame with @KTsportsmarket. Discuss-change of season. We need the different angle of ing #socialmedia & other #sportsbizthe September sun and the shorter days that it with the #RoughRiders.brings with it, beckoning the air to crisp and theleaves to fall. We need the rain to return to wash at the time this note is being read, a new footballaway a summer that left much to be desired. The season has begun, and MLB pennant races are in NO Hornets get aggressive w/ 100 events in 100 days.NFL lockout wore us out. The NBA lockout is full swing. It is a time of beginning and ending. The organization aiming to sell 10,000 season tickets.still wearing us out. The volatility of Wall Street It is time for the seasons to change. It is time toand the recession that never really went away is feel shocked and surprised, awe-inspired onto newexhausting. The debt ceiling crisis is a daily con- challenges. UNM granted license to serve alcohol in club levels.versation. I mean, really? Debt, ceiling and crisis We need the fall to begin, and the rain to fall. Ends long fight between university & city councilors.– three words we never want uttered consecutively, And I know that it will. Soon enough the cloudsan unholy trinity. The United States Congressional will form, the thunder will roll, and the lightning Leiweke: “(Sports and entertainment) is one of therepresentatives and their unimaginative bickering will strike our senses of urgency. Our vigor and greatest industries today full of entrepreneurs,do not speak for me. When the NFL CBA was vitality will become watered and excited once risk-takers and visionaries” #ALSD2011.finally agreed to, Patriots Owner Bob Kraft said, again which demands just one question: What will“The debt crisis is a lot easier to fix than this deal we do with our newfound energy? Will we prattlewas.” I never want life to be easy. But nor do I through another passing fashion until the Arab Many thanks to @tribetalk, @MarkShapiro & Mikewant it to ever feel this hard. spring of August returns next year? Or will we Mulhall for a great experience in the #Indians Stated differently, I do not feel shocked. And adopt a doctrine of shock and awe to again spawn #SocialSuite. You guys have something here.I am not in awe of anything. That is the way I the contagious, feel-good pride of yesteryear? Thefeel right now, and I bet a lot of you in the sports choice is ours. Congrats 2 Leah Leahy, Dana Petrie & all our otherindustry out there feel the same way – like the #ALSD friends at TD Garden, the Boston Bruins &steadfast heat of the world has created a pressure @delawarenorth. Enjoy Lord Stanley’s Cup!that is practicing pugilism on you. And you are How do you plan to be shocked and awed in the next season?tired, worn out and weary, fed up with being a Email me at punching bag. But do we feel weary because From the last issue of SEAT-”But first, I’m lookingthe world has made us feel this way or simply Also connect with me on social media (See Sidebar). forward to a long Mavs playoff run.” Congrats 2 Frankbecause it is August? Hubach & the rest of @AACPlatinum. Either way, we need shock and awe in thebest way – to be inspired again, to see things #LSU exploring expansion of Tiger Stadium. Newfrom a fresh perspective. And there is reason for suites and club seats could be added to the southencouragement. The Weather Channel app on my end zone.iPhone says it will only be 100 degrees on Friday,down from the 109 I felt on Sunday. Moreover,14 | S E A T | | #SEATSummer2011
  • 14. ALSD MEMbEr EDiToriAL by JakE byEHow do you ask for the sale?A re you interested in purchasing a This could include any number of marketing suite?” The answer to this question assets or elements of a civic or community part- that all of us in sales and marketing nership, all of which are necessary for a company are looking for seems to be more to justify such an expense to their board, theirelusive with each passing season. Perhaps the fo- executives or their investors.cus should not be on the answer, but rather how In the past, our model has been to keep dis-we are asking the question. In St. Louis, as in tinct lines between community affairs, sponsor-all markets, we have been forced to reinvent the ship and suite sales with at times three contactsway we handle our executive suite partnerships. within our organization for one partner. We haveWe employ three primary strategies to make recently broken down these barriers and empow-this happen: create year-round partnerships with ered our sales and service group to sell across allour suite holders, utilize assets and relationships channels, creating lists of “borrowed” inventoryacross all areas of our organization, and focus on available to each seller. This inventory could bevalue as opposed to price by avoiding the dreaded in the form of editorial pieces on our community“discount”. page, service projects employing Rams’ and our Creating a 12-month partnership for suite partner’s employees, radio inventory, in-gameholders seems a bit like stating the obvious, but inventory, player appearances and essentiallyit has become increasingly important as the ex- anything else that can be monetized.pectations of our partners continue to grow. This This approach has worked externally, particu-idea is even more relevant in the NFL with our larly with our newest suite partners who are will-16-game schedule and our 7-month offseason. ing to discuss a civic or marketing partnershipWith limited touch points in the form of home We have broken down more readily than they are suites or premiumgames, our focus has been to extend the 10-game barriers and empowered seating. This process has also made a noticeableseason into a 15-20-game season through access impact internally by creating sellers and serviceand experiences during the offseason. our sales and service group people who are more educated and confident to Let’s face it; the majority of people we deal speak to all areas of the business, not just theirwith at this investment level can purchase the to sell across all channels, own. So often we have three pots of inventory,majority of entertainment options at their creating lists of “borrowed” and it is easy to fall into “that sign belongs todisposal. What they cannot purchase is private sponsorship” or “that event belongs to ticketing”.access to our organization, our facilities and our inventory… This approach Borrowing these assets has allowed us to sell andleadership. The events that are not debatable are renew suites that would have otherwise beenthe ones congruent with your respective league’s has worked with our suite lost while also creating a more dynamic sellingoffseason calendar. In the case of the NFL, these partners who are willing to environment and improving communicationwould be the schedule release, the NFL Draft throughout the organization.and training camps, all of which have become discuss a civic or marketing Perhaps the easiest answer to selling more ofpart of the standard expectation for all of our partnership more readily anything is to reduce the price, have a “sale”, orpartners. Where we have been able to make offer a discount. For something as dependent onheadway is with the unexpected touch points than they are suites or the long-term relationship as a suite or premiumsuch as fantasy camps with suite holders, where seating sale, this is an extremely dangerousthey practice, learn and interact with our coaches premium seating. strategy to employ. So often it may make senseas players would, trips to the NFL Hall of Fame in the short-term, but the price you pay, literallyto leverage not only the St. Louis Rams but the true for our suite holders through an engaging and figuratively, in the long-term with currentpower of our league and its history as a whole, partnership that remains consistent throughout and future partners will far outweigh whateverand private dinners at our coach’s home during the year. reduced revenue you secure in the here and now.traditionally quiet periods in our offseason. Selling suites and premium seating in 2011 Our firm belief is that a consumer makesRegarding the last idea, it takes a very engaging is nothing like what it has been in recent years. decisions based on value far more than price,and very willing coaching staff to make this one a As companies struggle to justify a large expense and this idea holds even truer for the corporatereality. In St. Louis, we are blessed to have both. based on hospitality alone, it has become increas- sale. It is nearly impossible to go backwards It is not the ideas themselves that are para- ingly imperative to give them another reason to from a pricing standpoint due to circumstancemount – we all have ideas – it is the planning come on board. Suites have always been viewed then approach that partner with a price increaseand the execution of a consistent calendar of as a tangible sale but as this process evolves, we without throwing in the “kitchen sink” as we liketouch points. We in sports often proclaim that have been forced to view them as more of an to say. If we as an organization do not view the“there is no offseason” regardless of our role. The intangible, in essence selling a partnership with value of our product independent of context thenchallenge becomes making this statement ring other assets that come with an executive suite. [continued on page 78]16 | S E A T | | #SEATSummer2011
  • 15. tables for the sports & entertainment market DESIGNED BY MICHAEL WOLK R O C O 800.327.2548 | fax: 812.683.7256 an OFS Brands™ company
  • 16. EDiToriAL by bill dorsEy, Chairman, alsdThe Myth of Ownership:Is It Good To Be the King?Is professional sports ownership what it used to be? The author believes that the days when teamscould be purchased cheaply and when owners had the upper hand are long gone. Here’s why…P rofessional sports, beyond the winning “Gentleman, Start Your Engines.” and losing, is a revenue race. It has Eventually, players began to figure out ways been since Red Grange laced them up, to circumvent these middle men. Today, Twitter since the Babe hitched up his pants, and Facebook have come into being, and playersand since the Dodgers moved from Brooklyn can control, in a sense, their own fan clubs onto the greener pastures of the growing City of a national/global level. Suddenly, thousands ofAngels. Players, over the years, have fought with people seem to find it fascinating what a player’sowners. Over the years, owners have begrudg- opinions are or what he bought at the groceryingly given the players if not what they wanted, store, not just his or her statistics. Players arewhat they decided they were worth. Time was, beginning to claim ownership and monetizethe owners held the upper hand. their “names.” Use of names and images is no But times change. I am not exactly sure of the longer restricted to the “express written consentprecise moment in time, but I believe it began of Major League Baseball.” Some players claimto change in the 1970s with the emergence of they own their own images now.former Major League Baseball Players Associa- With all the fame and, in some cases infamy,tion Executive Director, Marvin Miller, and came higher salaries. Much higher salaries.aggressive player representation. Miller was a Extraordinarily higher salaries. It is almost hardgame changer for the players, forming one of the to fathom that the NCAA Men’s Final Four wasstrongest unions in the United States. Author not nationally televised until the late 1960s, orStuds Terkel said this: “Marvin Miller, along that Pete Rose left Cincinnati to win an MVPwith Babe Ruth and Jackie Robinson, is one of if [owners] cannot find a way Award in Philadelphia, because the Reds couldthe two or three most important men in baseball not pay him $400,000 for hitting over .300 andhistory.” to pay the salaries to be getting 200-plus hits a year for about 20 years. It was the age that first ushered in big price, Just a few years earlier, Major League Baseballbig name free agents such as Catfish Hunter and competitive, in most cases, could not fathom such an uprising from a player.his 5-year, $3.5 million contract with the Yan- they will not win. if they The Major League minimum salary in 1968 waskees, an unheard of amount at the time. Another only $10,000 – up from $6,000 the year before.of those players, Curt Flood, took his $90,000 do not win, people do not The Reds could not afford Pete Rose’s salarya year and thumbed his nose at Major League then, which is just a little more than the MajorBaseball. “A well-paid slave…is still a slave,” said come. if they do not come, League minimum now.Flood. “I am a human being. I am not a piece of they cannot afford “not-so-property. I am not a consignment of goods.” GoinG DoWn The maDneSS rouTe free-agency.” Now, the player’s value is firmly established, andGenTleman, STarT Your enGineS the owners need to find ways to pay for thesePlayers began getting smarter and around that new generations of heroes, less they go on totime, began getting more money. And for own- another team, and the owners become berateders, they were more or less forced to pay market as fantasy sports and video games, started to 24/7 on local talk shows and national TV andvalue. become appreciated beyond their local markets. radio for not paying for their players. Why those To help pay for the players, the revenue The leagues saw there was opportunity in cheapskates! Fans who would drive across townrace started heating up. And everything began players becoming brands and began merchandis- to save four cents a gallon on gas think nothingspeeding up. Thus began the age of free agency, ing players’ images far beyond baseball cards and of the owner who refuses to pay $3.6 million aarbitration, drafts on television and college into apparel of all shapes and sizes. The media year for a journeyman second baseman who can-sports televised, creating stars before they had took note of the opportunity and gave birth to not hit his way out of a paper bag.a chance to shine in the galaxy of professional a new brainchild of biblical proportions. ESPN The fans routinely believe players deserve mil-leagues. Players got agents; agents signed con- begat ESPN2 begat ESPN Classic begat lions, even without proof of performance. Thetracts on behalf of players with sponsors; players ESPNU. The leagues saw this and also began owners must pay these salaries, they claim. Afterbecame brands. Then they became celebrities at their own media outlets. Everyone wanted a all, owners are billionaires. They can afford anyextremely young ages, and thanks to things such piece of the action. The revenue race was on. amount of money. Ask any sports reporter who18 | S E A T | | #SEATSummer2011
  • 17. owners take the risk but cannot partake as directly in the reward as their own employees. and if they do take the risks and can afford great players because their coffers arehas never read a balance sheet but seemingly them claim to be losing money. In the NBA, 22knows the value of everything else. Or ask any full, they may be asked of the 30 teams claim to be losing money.player who did not have to toil for 30 or 40 years David Stern has provided the National Bas-of hard work, taking calculated gambles in the to pay back some of this ketball Players Association (NBPA) with veryfirst place to get to where they can afford to own money in the form of a detailed financial information that is auditeda team in the second place. How billionaires be- by independent firms that claim a $370 millioncame billionaires is rarely questioned. Now that luxury tax or some other loss. The NBA, to become solvent, wants a $45they are billionaires, then they are under some million hard cap and players to take huge 15%kind of strange obligation to commit financial form of a big market/small to 25% reductions in pay. The NBPA contendshari-kari with the teams they own. market revenue share deal the $370 million in losses are accounting tricks Bernie Mullin, who has been President for related to debt service from owning the teamthree different teams in three different leagues that is so commonplace and amortization losses taken by the team.puts it this way: “There are three groups that Legitimate accounting practices to be sure, but to maintain competitivethink the owner owes them every penny he has not really representative of an actual dollar loss.that must be spent on acquiring and paying balance. not many The true losses are not nearly what they say theyplayers – the fans, the media and the players.” are, say the NBPA representatives. According to Mullin, the same issues hap- businesses are run like this. Perhaps. But the public, reeling from a reces-pen in Europe in the premier soccer leagues. it is a byzantine process. sion, has no appetite for these billionaire versus“The fans expect the owner to spend whatever millionaire takes to win. Every attractive player must be The public sees owners as “billionaires.” Thingsigned, and that’s what Liverpool, Chelsea and is, they were billionaires to be able to affordManchester United are pressured to do.” Stan the team in the first place; they rarely becomeKroenke, owner of Arsenal Football Club says, additional revenue, but more than half of it goes billionaires by owning the team. You rarely hear“No, I’m not going down that madness route.” back to the players, while only a certain part of sympathy for owners who have lost millions of The result of this is a general misunderstand- the financial risk of building out can be credited dollars, because they are billionaires, and theying by the media and most fans of what it is back to the collective bargaining agreements. can afford the loss, so says the public. At leastreally like to own a professional sports franchise. In other words, the owners take the risk but not recently when too many owners are losingIt is what I call: The Myth of Ownership. cannot partake as directly in the reward as their money and team valuations have stopped going The truth? No longer do the owners control own employees. And if they do take the risks least not as dramatically as they were.the players. The players probably have had the and can afford great players because their coffers Times have changed, and owners, those evilupper hand since the time of the great Curt are full, they may be asked to pay back some of billionaires, who pay 38% of the taxes as part ofFlood. The days when players, even the best All- this money in the form of a luxury tax or some the top 1% in this country, seem to be on thePro players, had to almost beg to get a small pay other form of a big market/small market revenue wrong end of the class warfare that is going onincrease are over. Have a good year or two, and share deal that is so commonplace to maintain at this moment in time. It is not so good to beplayers are set for life. For two lives. competitive balance. Not many businesses are king of professional sports these days. The “new The players clearly have the edge now. The run like this. It is a byzantine process. owners” have millions of dollars in debt service,age of publicly purchased buildings, one of the unlike the “old owners” who have seen theirowners’ last big edges, seems to be ending. You Billionaire VerSuS millionaire investments go through the roof. The advantagesdo not see as many new builds now (maybe SquaBBleS have largely gone away for the new breed ofbecause everyone already has a great place to Thus, lockouts are occurring, two of them this owners which is probably why the NBA has hadplay already). But you will not see as many new year and maybe more coming. Atlas is shrug- six franchises sold since 2005, and the NHL, abuildings for the next ten years. Cities will not ging. “No mas” say the owners to a very skeptical very healthy league at the moment, has teamsvote for them, and owners cannot afford them public and players who do not believe what the going back home to northern climes where the(and neither can taxpayers pay for them). owners are telling them. Buffaloneons roam. In other words, where the You need a couple billion dollars to build a The work stoppages happen to some extent fans venue these days, not a mere $500 because owners can no longer afford to pay their This is just reality, and the reality is a needmillion. Even if owners could afford them, there own players. Salaries have skyrocketed. Owners for revenue to keep pace. The owners need tois a catch-22 to all this – the new builds create are losing money. In all of sports, about half of find ways to pay for these salaries. If they cannot #SEATSummer2011 | | S E A T | 19
  • 18. The public sees owners as “billionaires.” Thing is, they were billionaires to be able to afford the team in the first place; they rarely become billionaires by owning the team. Youfind a way to pay the salaries to be competi- done for us lately?tive, in most cases, they will not win. If they do rarely hear sympathy for Reality sets in for the players. “The athleticnot win, people (with some exceptions like the celebrity recedes into twilight,” said Curt Flood.Cubs) do not come. If they do not come, they owners who have lost “Time draws him from center stage to the wingscannot afford “not-so-free-agency.” The spiral millions of dollars, because to oblivion. It converts him from celebrity toeffect takes place, and teams become perennial recent celebrity to former celebrity and finallysecond-division teams and second-class citizens they are billionaires, and emancipates (or condemns) him to whatever hein the cities where they are supposed to be they can afford the loss, so can make of himself in the world at large.”heroes. When a critical mass of fans stop com- Curt Flood died too young at age 59. Heing to the games, the result is inevitable – the says the public. battled more than Major League Baseball; heteam owner decides it is time to pull up stakes also battled cancer, alcoholism and many otherand move the franchise. That is the story of the issues. His life was in many ways, tragic. TheRochester Royals which became the Cincinnati sport he loved had abandoned him in many re-Royals in 1957 which then became the Kansas spects. In 1994, during MLB’s longest strike, theCity-Omaha Kings in 1972 which moved to year they did not play the World Series, CurtSacramento in 1985 and now, apparently, may teams sponsorship fees to capture the team’s Flood addressed the players association and washeld over to Anaheim in the near future. Maybe already existing customers. given a standing ovation. MLB may have neverthat is how the West was really won. If there is the will, there is a way to make embraced him, but the players remembered him. Owners usually move when they cannot money. Empty spaces under stands are being A similar reality sets in for the owners. And itmake money where they are. And they usually monetized. That crawl space under the stands is is no longer as good to be king as it was beforesell when they are tired of losing money and now a hip bar. That backroom janitor’s closet has Curt Flood became a free agent.want to get whole again. The professional sports been transformed into an upscale club.landscape is littered with owners who have Again, not just inside the venue, but outside.escaped from pro sports never to return again, The Dallas Cowboys can draw 20,000 fans Do you believe the majesty of ownership is a myth?sadder but wiser. on game day outside the walls of the venue. Write to Bill at, and connect with him on STAPLES Center, under AEG’s umbrella, has LinkedIn at There iS a Will, There iS a WaY built itself a city outside the venue. Others areIt has always been a revenue race. Teams search following suit in Philadelphia, Miami and othervery hard to find any way they can to maximize cities who are building entertainment districts,their revenues. First, there were the media rights attempting to get fans away from their high-fees – TV and Radio. Then, there were the venue definition TV sets and not just into their venues,fees – concession rights, signs, etc. Then about but also into the local restaurants and bars or25 years of venue construction led to premium into overnight stays at the hotels next door.seats, sponsored spaces, naming rights and The game has become part of a total packagehigher costs of concessions. experience. Lately however, it is clear that owners andteam presidents are starting to look outside the The hero BuSineSSwalls of the venues. Parking is now reportedly Yes, it is about money. The hero business, whichthe second highest profit center for a team in is the philosophical underpinning of the entirethe venue besides ticketing. Concessions are re- business of sports, is about money. The teamsportedly third now. With the revenue race in full and leagues and media create heroes who areswing, it is clear now that the action has moved larger than life and then have to find a way tooutside the venue. feed the monster that they created. People make Or into cyberspace. High tech is starting to emotional purchases for their sports teams andbe monetized. Smartphone apps, sponsorship of sports heroes, and the money that flows in keeps CominG uP neXT:new media and “digital rights” have all helped the players happy until their careers are over in alSD memBerkeep players in the tall clover. Secondary ticket about five years. End of bright lights, big city. q&acompanies have gone online and are paying Fame is fleeting. Beauty fades. What have you20 | S E A T | | #SEATSummer2011
  • 19. ALSD MEMbEr Q&AM embership in the Association of Luxury Sample Member Question Sample Member Question Suite Directors comes with many ben- Member Question: Member Question: efits. SEAT Magazine, the ALSD Pre- Bottled Beer vs. Canned Beer In-suIte F&B orderIng mium Seat Sourcebook and Member ALSD Member asks: ALSD Member asks:Surveys, including our popular Salary Survey, are • Does your venue use/stock bottled beer in • How do suite clients - both licenseesa few favorites. But the greatest benefit is being a the suite refrigerators (vs. canned beer)? and single event renters - order food andpart of the community. We all have access every- • What are the advantages and disadvan- beverage in your venue? I am looking forday to a mindshare of over 1,000 members from tages to using/stocking bottled beer over samples of online software being used,across all sports and leagues. How often do you canned beer? as well as internal and external businesstake advantage of these like-minded contacts? • What are the advantages and disadvan- processes.When your organization has a question of any tages to using/stocking canned beer over Answer 1:sort related to premium seating, do you think to bottled beer? Our university suite holders (season andask your peers within ALSD? • Would there be a reason to stay with single game) receive a catering guide prior to We’re all in this together. And we’re all in this canned beer over bottled beer? each season that includes the expanded menutogether for the entire year, not just for the four Answer 1: and multiple ordering options – they can call/days we spend together in-person at the confer- Bottled beer is of course high-end; however, fax/email the catering office directly to place theence and tradeshow. Let the ALSD help you our campus does not recycle bottles, only alumi- order, or they can order via the online systemreach your fellow members, all 1,000 of them, num and plastic. There is a push for recycling on Catertrax, which is the most popular orderingat one time. Well help you find your answers. campus by the President’s Office. Bottles are also option. Information on this software can beThat’s the true benefit of membership – not heavier, so if the refrigerators have glass shelves, found at Member Questions, but ALSD Member the shelves break under the weight. We have not Answer 2:Answers. decided the direction to go for this upcoming Here at our soccer venue (150 executive boxes) Here’s how you submit your questions: season. most of our licensees will pre-order through their • Send your Member Question exactly how Answer 2: account manager or via a custom built online you want it posted to members to Aman- We use only canned beer at our venue. Bottles solution that we have. Those who don’t pre-order da Verhoff at OR do break and also are considered by many con- can order on the day with the waiting staff who • Visit us on the web and submit your cert promoters to be weapons. Bottles are slightly have an iPad and app which has the full menu Member Question at larger and are more costly. Email me direct if I and can send orders to the kitchen through content/member-questions. Please note can be of any other assistance. MICROS. I hope that you find that helpful, but - members must be logged into www. Answer 3: let me know if you would like further info. to submit questions. Our arena stocks glass bottled beer, 12 oz., Answer 3: • When submitting a question, include into all of the refrigerators. Stocking bottled beer Our long term suite holders order online all contact information, including your is nicer looking when using it in suites to enter- through, a website provided by Levy Name, Organization, Title, Address, tain clients/guests. Canned beer will fit better Restaurants. Our single game buyers contact the Phone and Email Address so respondents in the fridge and can be stacked. This means we Levy suite ordering hotline. Levy provides the can reach you in the way most appropriate would be able to hold more beer in the fridges software. to completely answer the question. for large events. The only reason I would use Answer 4: • ALSD tracks all responses and archives canned beer versus bottled beer is the quantity We have just changed catering providers to answers on you would be able to keep in the fridge. Delaware North Sportservice and they are about • Member Questions are sent to TEAM Answer 4: to introduce EMBS – from some of our existing AND VENUE MEMBERS ONLY to We mostly use canned beer as much as clients who use it with other venues, they are avoid solicitations. possible, with the exclusion of specialty beers quite happy with the way it works. This page also serves as an introduction to the that are only available in bottles. A couple ofnewest department in SEAT Magazine. Along advantages of using cans: Requires less space inwith the archived Q & A’s that will begin to ap- garbage and can be compacted, canned productspear on the web, we will publish a few conversa- stack more easily in fridges, as well as cooler stor- CoMIng uP neXt:tions each quarter in SEAT. Below are a couple age spaces (space is always a challenge), less need lIvIng soCIalsample questions for those of you not familiar for bottle openers, which sometimes disappear in wIth thewith the format: the suites. Cleveland IndIans22 | S E A T | | #SEATSummer2011
  • 20. Never Lose Your Cool on Game Day.Our undercounter refrigerators will have you ready for game day.With a digitally controlled convection cooling system, your drinksand snacks will chill quickly and stay cool all through the game.With the capacity to store over seven cases of cans, you won’trun dry if you go into overtime. Four full depth removable shelvesinsure that you can fit whatever you need to make the most of theday. U-Line. Ready for game day since 1962.U-Line Refrigeration is keeping it cool in stadiums across the nation: Lincoln Financial Field Frank Erwin Center Citizens Bank Park Coors Field TD Banknorth Garden Invesco Field at Mile High Gillette Stadium Pepsi Center Verizon Wireless Arena Dick’s Sporting Goods Park Dunkin’ Donuts Center Morrison Stadium Agganis Arena Camelback Ranch Ralph Wilson Stadium Angel Stadium of Anaheim Nationals Park United Center Honda Center Lambeau Field The Palace of Auburn Hills Bradley Center Comerica Park U.S. Cellular Field Progressive Field Soldier Field Paul Brown Stadium Xcel Energy Center Ohio Stadium Conseco Fieldhouse Nationwide Arena Rangers Ballpark in Arlington PNC Park New Orleans Arena Great American Ball Park Cleveland Browns Stadium Canal Park All Pro Freight Stadium Please come by and visit us USTA Billie Jean King National Quicken Loans Arena Tennis Center 5/3 Bank Ballpark at the ALSD Conference and Minute Maid Park Miller Park Tradeshow June 26-29 Louisiana Superdome Scott Trade Center in Booth # 600 THE BUILT-IN UNDERCOUNTER MARKET LEADER SINCE 1962. • Digital controlled convection cooling system rapidly cools food and drink • Refrigeration capacity of 5.3 cubic feet • Storage for more than 7-1/2 cases of 12 oz beverages • LowE coated, argon gas filled thermopane glass door • 4 full depth removable, chrome plated heavy duty wire shelves • Commercial stainless steel handle • ADA24R and ADA24RGL come with a locking door ® • ADA24RGL is ENERGY STAR and CEE Tier 1 rated • ADA24R solid door model is available in black or stainless steel and ® is ENERGY STAR and CEE Tier 3 rated • Suitable for commercial use by Underwriters Laboratory (UL) • 32" H x 24" W x 23-1/2" D Model ADA24RGL To learn more, please visit
  • 21. InDuSTry AnD ASSocIATIon nEwS Meet your new ALSD BOD members, p.26 Member Highlight: Rob Gardenhire, p.32Cleveland Indians devote suite to its social media initiativeThe Indians Social Suite rewards social media users and establishes new connections with fansA s part of its growing social media focus, the Cleveland Indians are recognizing Twitter followers and Facebook fans of the team and rewarding those socialmedia users with free tickets to an Indians game.While this prize sounds great by itself, if onethen considers that those free tickets are forseats in a suite, the legitimacy of social media forthe Tribe can be seen clearly in the crosshairs. Dubbed the Indians Social Suite presentedby Time Warner Cable, Suite 356 on the PressSuite Level of Progressive Field provides the“first interactive Major League ballpark experi-ence” according to the Indians Social Suiteonline application ( Theonline application process largely determineswho is invited into the suite for each game. Fansare asked to fill out information such as how Social Butterflies: Rob Campbell explains the 25-35 years old, 50-50 male-female split in the Social Suite: “The demographics arethey use social media, their favorite Cleveland definitely a sweet spot that we’re trying to hit.”Indians memory, and what game they wouldlike to attend. “We go through the applications based on the date that applicants choose, their Days at Progressive Field. “The demographics social media levels of acumen, and what they’re are definitely a sweet spot that we’re trying to doing out there in the space,” explains Rob hit,” Campbell states. “Through social media, Campbell, Digital Media Coordinator for the we’re able to reach new fans, ones that are im- Indians. “Then we’ll fill the schedule homestand portant to the future.” to homestand.” Aside from its exclusive Wi-Fi network and The Indians have had a tremendous response outlets for charging smartphones, laptops and thus far. The team announced the Social Suite tablets, the Indians Social Suite is similar to on March 23rd before the season started and by all others at Progressive Field. It is a relaxed Opening Day had over 600 applications for the environment where guests are encouraged to season. “We have a rolling wait list of 200-250 wear their Indians gear, talk baseball and enjoy people that we try to fit in wherever we have a hot dog and a beer. The hope is guests become spots available,” reveals Campbell. brand ambassadors for the Indians, but the team The capacity for the suite is 18 if SROs are does not require any posts on Twitter, Facebook included, but to ensure everyone gets a seat, or blogs while in the Social Suite or after. “The the Indians invite only 12-14 people for each main thing we want to do is bring people here to“[the tribe social deck] game. The team invites in pairs, providing two have a positive experience,” Campbell says. “We gave us inroads into tickets per applicant so each attendee will know of course want people to share that experience, someone else going into the suite. But with the but we don’t require ‘x’ number of tweets or posts communications channels common thread of Indians baseball, it does not per game. We just want people to come out and that we had never been a take long for guests to become friendly with one have a good time at Progressive Field.” another and share user name information. “It When the initiative first started, the Indians part of before; and now gets interesting when attendees start tweeting were not entirely sure in what direction the by dedicating a suite to each other, sitting just two seats apart,” smiles conversation would go, but they were not overly Campbell. concerned with the possibility of critical com- this initiative, you see how The primary demographics in the suite are mentary. According to Campbell, the feeling has important [social media] is mid-20s to mid-30s split 50-50 between male been overwhelmingly positive. By and large, and female. The Indians have also invited fami- to the organization.” lies on Sundays which are KeyBank Kids Fun [continued on page 78]24 | S E A T | | #SEATSummer2011
  • 22. > achella modular ADD BLEED ADD BLEED Designed by Christopher Panichella Versatile in every way imaginable, the Achella Modular Collection embodies creative freedom in the realm of seating. Arm and armless lounge seats, tables and benches align together to form configurations of curvilinear descent, classic straight-line arrangements, or a combination of both. Expertly designed for optimum comfort and available with many an option to satisfy functional and aesthetic requirements, Achella captures the moment and ensures an enjoyable experience for any occasion. designing options furnishing answers 800.585.5957
  • 23. InDuSTry AnD ASSocIATIon nEwSalsd adds three members to its Board of directorsMike Guiffre, Adam Kellner and Scott O’Connell began service at the 2011 ALSD Conference and Tradeshow in Los Angeles MIke guIFFre adaM kellner sCott o’ConnellMIke guIFFre adaM kellner sCott o’ConnellDirector of Premium Seating and Group Sales Director of Premium Hospitality Director, Suite and Premium Seat Sales andPittsburgh Penguins Chicago Bears Football Club Minnesota Twins Baseball Club scottoconnell@twinsbaseball.comMichael Guiffre will begin his 13th season with Adam Kellner is the Chicago Bears Direc-the Pittsburgh Penguins this year, his seventh tor of Premium Hospitality. He oversees all of Scott joined the Minnesota Twins in Novemberas Director of Premium Seating. He began with the team’s premium seating sales and service of 1984 as a season ticket representative. Hethe Penguins as an intern after college, working initiatives, including Suites, Skyline Suite Seats, annually has led the ticket sales department inin the group sales department before being United Club Seats, PSL sales and Season Ticket ticket sales and revenue generated. Promotedpromoted to Manager of Ticket Sales and then Priority List sign-ups. Adam joined the team in to Director of Ticket Sales prior to the 1998to the premium seating department. Michael 2001 to manage the team’s New Soldier Field season, Scott has been instrumental in theattended the West Virginia University (WVU), PSL sales campaign and supervise all tickets for development of Twins season ticket programswhere he earned a Bachelor of Science degree in the team’s 2002 season at the University of Illi- and packages during his time with the ballclub.Sport Management while working with the ath- nois. Prior to the Bears, Adam worked in various In 2007 Scott was promoted to Director of Newletic department to gain experience in the sports ticket sales and service roles for the Chicago Ballpark Development and was responsiblebusiness field. He is single and currently resides Wolves, Houston Rockets, Orlando Magic and for the sales and marketing of all suites andin the North Hills suburb of Pittsburgh. Tampa Bay Lightning. A native of Gainesville, premium seating at Target Field. As the team Florida, Adam received a Bachelor’s degree in transitioned into its new home at Target Field, Sports Business from the University of South Scott assumed the position of Director of Suite Carolina and earned a Master’s degree in Busi- and Premium Seat Sales and Service. This posi- ness from the University of Central Florida. He tion allows Scott to personally address the needs and his wife, Tracy, have two daughters, Morgan of all suite and premium seat clients by servicing (3) and Aubrey (1). an elite segment of season ticket holders that have ownership in venues previously not avail- able to Twins season ticket holders. A graduate of Brown Institute, Scott had a career in broad- casting prior to joining the Twins organization. Scott is a native of South St. Paul and currently resides in Woodbury with his wife Pam, son Mick and daughter Allison.26 | S E A T | | #SEATSummer2011
  • 24. InDuSTry AnD ASSocIATIon nEwSIs tailgating the next new revenue stream?The revenue race that dominates professional sports today is starting to look more closely at ideas outside the venue wallsb uildings such as Cowboys Stadium in Dallas and others where people can watch games outside the venue are starting to catch people’s attention. Other examplesinclude the American Airlines Center also inDallas and AEG’s LA LIVE outside STAPLESCenter where in both cases, there are largevideo boards and expansive concourses outsidethe venues to entertain fans. One of the largestpotential new areas of revenue growth is this oneplace where nearly everyone must be at beforeand after the game itself – the parking lots. According to some, parking is now recog-nized as the second most profitable area in avenue’s revenue stream. And it does make sense.Once the blacktop is laid down and the lightsare put up, there is very little in the way of up-keep. It is not labor intensive as are concessions.No chefs, no distribution trucks, no food spoil-age. And parking is an absolute necessity for thevast majority of the venues in North America. Now teams, concessionaires, parking compa-nies and municipalities are all looking to cashin on a decades-old trend – tailgating. It is atime-honored tradition, especially in college and “I personally think area in which fans can enjoy the game and haveprofessional football, but until recently, very few food and drinks without even having a ticket toteams had much control over it. [tailgating] is going to the game. The tent is heated which is a big deal be another new revenue in Green Bay in the winter. It allows fans whoCashIng In on taIlgatIng cannot get into a sold-out venue a place to be aThose days are starting to change. Enter a new stream and like a lot of part of the Packer experience outside the venueconcept from Pat Boone All-American Meats new revenue streams, it walls.called Tailgate in a Box. It is an attempt to mon-etize all the food that is not being purchased may begin with those who CharItaBle CoMPonents oFinside the venue. And it is doing it in a way that have the most disposable taIlgatIngwill encourage usage by making it easier for the There is another area of this strategy that isnon-committed tailgater who may or may not income. Premium seating intriguing – royalty programs. Pat Boone All-tailgate because frankly… it is just too much is often the test market for American Meets donates a 7% royalty back towork. affiliate program users, i.e., teams and venues “Logic dictates that there must be a group of new venue ideas.” that utilize the service. So for example, if a largepeople who do not want to pack up a grill or put alumni association uses these branded Tailgatesthings on ice but who do like the idea of tailgat- in a Box, a percentage of the procedes go back toing,” says Bill Dorsey, Chairman of the ALSD. “Premium seating is often the test market for the alumni association. On game day, far-flung“I submit to you that premium seating is a great new venue ideas.” alumni spread across the globe can purchaseplace for this idea to start. Tell me another A few teams have already looked at this their Tailgate in a Box, grill out and give backarea in the venue where everyone already has concept. The Indianapolis Colts host a VIP Tail- to their school. It acts very much like an alumniassigned parking places. Tell me another area gating Event across from Lucas Oil Stadium. donation. Teams, venues and concessionaires canwhere the people who own these parking passes It is held in a hospitality tent that holds up to use the 7% as a strict profit center also, without ado not want to disrupt their day with buying 500 people, and it is an all-inclusive price for donation, bringing in a grill or putting beer on ice.” food and drink. There are TVs in the tent and of Donations are tough to come by these days “I personally think this is going to be another course, if it rains, fans are covered. It is a varia- for cash-strapped Americans. Gary Tedder,new revenue stream and like a lot of new rev- tion of the theme. Senior Vice President of Business Developmentenue streams, it may begin with those who have The Green Bay Packers have set up a similar for Accredited Members, Inc., the companythe most disposable income,” Dorsey concludes. situation with their Tundra Tailgate area, a free [continued on page 78]28 | S E A T | | #SEATSummer2011
  • 25. Create a suite experience. Swirl Tables®, created with an original handcrafted artistry, are the perfect solution for sophisticated and linenless luxury suite settings. Designed to enhance the most memorable events, Swirl Tables® add a unique element to your décor.[lighted XCube tables] [serpentine tables] [cocktail tables] [lighted XCube tables]
  • 26. InDuSTry AnD ASSocIATIon nEwSon alsd.CoM alsd soCIal MedIa Connect with the ALSD on LinkedIn: Association of Luxury Suite Directors Group Page: Bill Dorsey: Smell the Roses: ALSD Conference attendees at the Rose Bowl in Pasadena, CA. Amanda Verhoff:FroM FaCeBook ConFerenCe and tradeshow Photos: los angeles, Ca Jennifer Ark: on loCatIon: Cleveland, oh Pat McCaffrey: new to alsd.CoM alsd Member Q&a Jared Frank: team Case studies Brought to You By alsd solution Providers Dene Shiels: korbel co-brands party suite to celebrate angels 50th anniversary Ryan Mirabedini: The activated space delivers brand recognition Social: Jared’s visit to Cleveland included a night tweeting while enhancing the fan experience.from the Indians Social Suite at Progressive Field. party-suite-celebrate-angels-50th- anniversaryuP-to-the-MInuteIndustrY and Follow the ALSD on Twitter:More details of the proposed 49er stadium Jared Frank:revealed calls its design “an outdoor entertainmentvenue.” Ryan Mirabedini:proposed-49er-stadium-revealed orleans hornets get aggressive with100 events in 100 daysThe organization is aiming to sell 10,000 seasontickets by mid-September. Like the ALSD on Association of Luxury Suite Directors Group Page:days Pop the Bubbly: Before and after images of the Korbel suite at Angel Stadium. Images from the Angels World Series Championship combined together with Korbel are a great tie-in to the team’s 50th Anniversary.30 | S E A T | | #SEATSummer2011
  • 27. always the best seat...Find the perfect seat for every venue at Dauphin! Advanced in form and technology, we provideinnovative furnishing solutions to meet a variety of changing needs. Offer everyone superiorcomfort while catering to different styles and price points through our product offerings suitablefor multiple settings. innovative furnishings for dynamic spaces 800.631.1186 •
  • 28. InduSTry And ASSocIATIon nEwS: ALSd MEMbEr HIgHLIgHTA Conversation with Rob GardenhireDirector of Marketing and Business Development, Tulsa DrillersBy Jared Frank, Editor, SEAT MagazineI t’s baseball season; it’s Shark Week; the OU for long work days and extra inning games will Sooners are about to start summer camp. show up wearing various outfits, most recently a Life is good for Rob Gardenhire. While tak- Drillers hard hat and an old Drillers jersey. He ing a break from these pleasures and escaping will come out and yell pretty loudly, loud enoughthe oppressive 30-plus consecutive days of 100 to be heard by the 500 fans that are still in thedegree heat in Tulsa, Rob cools off with nostal- ballpark after the 15th inning.gic tales of laundering jock straps and introduces The story goes back to a doubleheader wehis alter ego, “Rally Rob”. had in 2009 on a Sunday night, the last day of Whether he is managing suites or trying to a homestand. The way we do doubleheaders isconvince the state of Oklahoma and his wife we’ll do two seven inning games. The first gameto let him marry Bob Stoops, Rob’s approach is went to nine innings, and the second game wentalways the same – beast mode. to 16 innings. So at two in the morning after about the 12th inning, Rally Rob was born. HeSEAT: My spies tell me you are a crazy, die hard changed outfits after each inning in hopes ofOU Sooners fan and season ticket holder. Does rallying the make you nervous at all that the Sooners arepreseason #1 in the Coaches Poll? SEAT: From your Twitter feed, I see you are aGardenhire: A little bit. You know, who knows? fan of Shark Week on the Discovery Channel.If we could have avoided losing to the teams I need you to help explain that phenomenon towe shouldn’t have lost to last year, we probably me, because I just do not get it.would have won the National Championship a “[My wife] will watch Shark Gardenhire: For me, I think it goes backyear ago. So anything can happen. to a love for big animal movies, whether it’s Week with me. It doesn’t Anaconda or Jaws or anything like that. Any B-SEAT: But what do you think will happen? get any better than that – a movie that has to do with a large animal, I willWhat’s your prediction for the Crimson and definitely sit down and watch.Cream this year? guy who works in baseballGardenhire: Florida State is going to be a and is gone most of the SEAT: Does your wife watch Shark Week withtough test. And the OU-OSU game could end you?up being the biggest that it’s ever been. I think time, and when he comes Gardenhire: She will watch Shark Week withwe could see two undefeated teams there, and me. It doesn’t get any better than that – a guythe winner goes on to play for the National home, all he wants to do is who works in baseball and is gone most of theChampionship. watch Shark Week. It’s real time, and when he comes home, all he wants to do is watch Shark Week. It’s real romantic.SEAT: After a few years of teaching and coach- romantic.”ing in the Dallas area, what made you decide to SEAT: What is this #beastmode hash tag I keepmake the move to the sports business industry seeing on your Twitter feed?and take your current position in Tulsa? thing from laundry to workers comp to payroll. Gardenhire: The #beastmode hash tag isGardenhire: When I was an Athletic Director It was nuts but a great experience. It opened inspired by Kevin Butcher, my Assistant Busi-a couple times early on in my career, I realized I the door for me here in Tulsa. I was born here, ness Development Manager. Kevin stole it fromneeded more education on the business end of and my wife grew up here. So that’s why we [Toronto Blue Jays outfielder/third baseman]things. So I enrolled at the University of Dallas eventually decided to come back here with a Jose Batista. Recently, the joke has been that weand got my MBA really for the sole purpose little luck at the Baseball Winter Meetings in were going to pitch an event to do here at theof getting into an athletic department at the ’07. I ran into these guys from Tulsa. They had a ballpark. So we were going to go “beast mode”college level. job come open, and here I am. on our management and get this event done. About a year from graduation, I realized I Sure enough, management went “beast mode”didn’t have a ton of experience with marketing SEAT: Sounds like you have certainly paid your on us and said no.and promotions and selling and these kinds of dues.things that everybody was telling me I needed to Gardenhire: Yeah I guess I have. No more doinghave. So I took an internship with the Conti- laundry at two o’clock in the morning for me.nental Baseball League, which was based out of COMING UP NEXT:Dallas. It had three teams in the [Dallas-Fort SEAT: Alright, time for the most important ROB’S BALLPARKWorth] Metroplex and one in Houston. I did question of the day, who the hell is “Rally Rob”? IS A WELL OFthat in the summer of ’07 while taking nine Gardenhire: [Laughing] Rally Rob is a fan of ENTERTAINMENThours and having a young family. I did every- the Tulsa Drillers who often out of frustration32 | S E A T | | #SEATSummer2011
  • 29. While your team is winning the game, Agilysys helps you win the crowd. Wants a beer but doesn’t want to miss the action. Use mobile POS to pre-order and bust the queue. Halftime starting in four minutes and stadium network has just crashed. Still serve three times as many customers off-line with easy-to-use POS.Pre-ordered four vegetarian plates for luxury suite.Automatically adjust catering inventory.Agilysys solutions provide you with total control of your retail and food & beverage operations—so you cansimplify management and improve revenue stadium-wide. Provide faster, more accurate service in luxury suitesand club sections with mobile POS devices. Speed up concession lines and increase sales volumes with easy-to-usePOS terminals. Maintain accurate inventory of every concession, bar, restaurant, caterer and fan shop—in real time—during your events. And improve planning with in-depth analytics and superior reporting capabilities. It’s everythingyou need to simplify operations and boost your bottom line—only from Agilysys. Find out what Agilysys can do for you.Call 1-877-374-4783 or email | Agilysys solutions include:
  • 30. InduSTry And ASSocIATIon nEwS: ALSd MEMbEr VEnuE HIgHLIgHTIntroducing ONEOK Field: Tulsa’s Entertainment WellTulsa is annually a top minor league market. Now it is a top minor league market with major league amenitiessuch as ONEOK Field, home of the Tulsa Drillers.By Jared Frank, Editor, SEAT MagazineT he Tulsa Drillers, the Double-A affiliate of The major league amenities available at ONEOK Field’s capacity is 7,833 fans. The the Colorado Rockies, have struck enter- ONEOK Field begin with its 23 suites, 19 more seating bowl is comprised of 5,200 seats, 212 tainment oil. By abandoning the economi- than the Drillers had at the old ballpark. Eigh- of which are club seats, which according to cally limited Drillers Stadium at the Tulsa teen suites are sold at 5-, 7- or 10-year deals; Gardenhire have been sold out for the ballpark’sCounty Fairgrounds in favor of the gushing two are sold on a nightly basis; and two are first two years. Some of the club seat amenitiesgeyser that is the state-of-the-art ONEOK 40-person suites. The Drillers also have a suite include a padded seat, a drink rail, a side tableField, the Drillers are producing black gold in of their own that the club donates frequently, and in-seat food and beverage service. Club seatthe form of corporate and family entertainment. hosts the players’ wives in and uses for family holders also have access to the air conditionedBuilt in the art deco style of architecture char- functions. Tycoon’s Stadium Club by Cadillac, which isacteristic of the historic Greenwood District of Because ONEOK Field is a private-public directly behind home plate on the ballpark’sdowntown Tulsa, the ballpark embraces the city’s partnership in which $30 million came from suite level. Tycoon’s offers a full service bar, foodculture and its oldest and most popular profes- private donations, one of the double, 40-person service, two 42” plasma TVs and an energetic,sional sports franchise, a baseball club that has suites is reserved for ballpark donors. Twenty- social atmosphere.played for over 100 years. “It’s not hard to get on one of the donating groups have access to the Other premium and group seating optionsthe phone and talk about Tulsa Drillers baseball suite a number of times per year based on their include the Coors Light Refinery Deck, anwith anybody, even if it’s a cold call,” contends giving level. The second 40-person suite is the exclusive, upscale environment with a full serviceRob Gardenhire, Director of Marketing and ballpark’s naming rights suite. ONEOK, Inc., bar and seating for up to 200 guests, and the OilBusiness Development for the Drillers. “People one of the largest natural gas distributors in Field Picnic Pavilion, which can host more thanhave fond memories of the Drillers here in Tulsa the United States, together with the ONEOK 1,000 guests in a shaded outdoor hospitalitythat date back a long way. We’re entrenched in Foundation secured a $5 million, 20-year nam- environment with access to the TD Williamsonthis community.” ing rights deal. Kids Zone. “The ballpark is now a true entertainment venue. We really have something for everybody now whereas at the old place, you had to leave the stadium and leave the action to be able to do anything besides watch baseball.” – Rob Gardenhire, Tulsa Drillers34 | S E A T | | #SEATSummer2011
  • 31. InduSTry And ASSocIATIon nEwS: ALSd MEMbEr VEnuE HIgHLIgHT healthy competition. It keeps us on our toes,” says Gardenhire. “We feel we offer the most af- fordable and most entertaining product both on the field and in the stands.” The entertainment value “in the stands” is ONEOK Field’s greatest improvement over the old ballpark, which was a place where fans had to really love baseball to have a good fan experience. Now with changes to the ballpark setup, such as an open-air 360 degree concourse, whether fans are seeking a baseball game, fun with the family, great food or just a cold beer and a hot dog, ONEOK Field provides them all. “The ballpark is now a true entertainment venue,” Gardenhire proclaims. “We really have something for everybody now whereas at the old place, you had to leave the stadium and leave the action to be able to do anything besides watch baseball.” The aforementioned BOK Center, which came online almost two years prior to ONEOK Field opening, paved the way in some respects for the Drillers ticket sales success. The BOK Center created a culture of ticket buying in Tulsa, which it never had, largely because the city never had great venues before. “It certainly aided us to have a venue come in and get people adjusted to what suite life is like and what club seats are like,” explains Gardenhire. “When we walked in and offered our product, a lot of times it was a little more affordable with some different features, but it was in line with what the BOK Center had done. They set the bar, and we tried to hopefully set it a little higher in some ways.” These lessons learned from the BOK CenterTop: Cold Certified: Fans can enjoy an upscale hospitality The Drillers also have a 2,380 square-foot will also serve ONEOK Field well when itenvironment with full service bar at the Coors Light Refinery Deck. Conference Center located on ONEOK Field’s begins to host concerts and other events. TheBottom: Creating a Higher Standard: Premium amenities at ONEOK suite level. Patrons benefit from the latest in Drillers just announced their first concert onField, such as Tycoon’s Stadium Club by Cadillac, are redefining audio-visual technology to showcase their latest October 1st, the Greenwood Music Festival, acorporate hospitality in Tulsa. products and space to comfortably accommodate contemporary R&B showcase featuring Kem, groups of 25-200 guests. The Drillers Confer- The Whispers and Mint Condition. ence Center can also be combined with the Food and beverage is provided to ONEOK Coors Light Refinery Deck to grow meeting Field by Professional Sports Catering (PSC). capacities. PSC owns two minor league baseball clubs and All of these premium opportunities allow the operates concessions for twelve others. They Drillers to compete for entertainment dollars employ five full-time staffers year-round at in a saturated minor league marketplace that ONEOK Field to serve Drillers baseball and includes the Tulsa Talons (AFL), the Tulsa Oil- all the events booked at the new facility on ers (CHL) and one professional franchise – the non-game days and in the offseason.“PSC does Tulsa Shock (WNBA), all who play at the three a great job of staying on top of our issues and year old BOK Center. The NBA Development serving as a sounding board for us throughout League’s 66ers also call Tulsa home, playing in the year,” says Gardenhire. the Tulsa Convention Center. “It’s definitely a More than half of food and beverage orders36 | S E A T | | #SEATSummer2011
  • 32. What’s yourWi-Fi done foryou lately? AT&T Wi-Fi Services provides the KEY to a complete integrated Wi-Fi infrastructure providing smooth, continuous connectivity throughout your stadium to keep your fans connected and offer the ultimate alternative to “Home Theater”. Wi-Fi connectivity is a critical necessity for all stadiums today. Designing, implementing and managing a vital network can be costly, labor-intensive and time consuming. AT&T Wi-Fi Services is your technology partner providing extensive Wi-Fi connectivity expertise and removing the burden from you! AT&T Wi-Fi Services designs, delivers and manages the proven AT&T Wi-Fi Area Network— a highly efficient Wi-Fi network for the 21st century that stadiums need to ensure optimal connectivity and fans experience. What’s your Wi-Fi doing for you? Contact Chris Smith at 214-712-7640 for more details on how AT&T Wi-Fi can help improve the experience at your facility. Visit for more information.©2011 AT&T Intellectual Property. All rights reserved. AT&T, the AT&T logo and all othermarks contained herein are trademarks of AT&T Intellectual Property and/or AT&T affiliatedcompanies. All other marks contained herein are the property of their respective owners.
  • 33. InduSTry And ASSocIATIon nEwS: ALSd MEMbEr VEnuE HIgHLIgHT “The minute our fans park, we want to start affecting their experiences in a positive way. We’ve done a lot better job of that this year.” – Rob Gardenhire, Tulsa Drillers come via the Drillers online suite catering form, which was set up by PSC and is administered by the catering manager at ONEOK Field. “We always want to put the ball in the hands of our customers,” Gardenhire states. “It’s a lot easier than calling an order in and dictating over the phone.” What’s Gardenhire’s best memory from year one at ONEOK Field? “I’d have to say opening night and the last game of the season.” The Drillers had a capacity crowd on opening night, an evening worthy of a celebration, consider- ing how much effort had gone into getting toxxxxx that point. “After the game, we had a chance to crack some beers with the guys and enjoy that moment.” By the end of ONEOK Field’s inaugural sea- ONEOK Field at a Glance DRILLERS SOCIAL MEDIA son, the Drillers had set an all-time attendance TOPS DOUBLE-A BASEBALL record for professional baseball in Tulsa with Capacity: 7,833 The Tulsa Drillers are #1 – in social media 408,183 fans. “After the last game, it was neat to Number of Suites: 23 following that is. The following of Drillers say, ‘Hey, we did it. We pulled it off ’.” 18 multi-year leases team pages, over 23,000 total fans through As is always the case, there was much learned Twitter and Facebook combined, ranks first in from year one to apply to year two. One of the 2 nightly rentals Double-A baseball and ninth overall in all of Drillers notable improvements this season is 2 40-person suites the minor leagues. The organization benefits the customer service management of premium from using social media to solve customer 1 suite owned by the Drillers patron relationships. The Drillers have hired service problems and to give their customers a voice. “Customer service has been the most higher quality personnel across the entire suite Number of Club Seats: 212 level from bartenders to suite attendants. “We’ve powerful aspect of our social media,” explains Event Spaces: 4 Gardenhire. got some folks who have been shifted around Tycoon’s Stadium Club by Cadillac Gardenhire has a post-it note on his wall to some better roles that suit their strengths,” to remind him of how far the organization has says Gardenhire. “The minute our fans park, Coors Light Refinery Deck come. As written on the note, on June 17, 2008, we want to start affecting their experiences in a Oil Field Picnic Pavilion the Drillers were at 732 Facebook fans. “That positive way. We’ve done a lot better job of that day is when I got the green light to roll with this this year.” Drillers Conference Center thing,” Gardenhire beams. “We’ve blown it up “We’ve been sold out which is great,” Concessionaire: Professional Sports Catering ever since.” The team now has 19,453 fans continues Gardenhire. “We’re coming into our who “like” the team’s Facebook page. Architect: Populous The Drillers have a six man team plus two third year next year with some of our contracts. interns who get together every other week to So that’ll be a big challenge for us to renew Builder: Manhattan Construction that business and keep things moving forward look at what the organization is doing in the Construction Cost: $39.2 million social media space. It really is an all-hands- as they have been.” With the overall financial Owner: Tulsa Stadium Trust on-deck, team approach, one that allows the stability of the region and now the amenities promotions personnel to answer promotions to cater to this strength, ONEOK Field should Operator: Tulsa Drillers questions and Gardenhire to answer market- remain a rich entertainment well for years to Naming Rights: ONEOK, Inc. ($5 million, ing and ticketing questions. “The folks who are come. # allowed to respond are very knowledgeable 20 years) about what our product is, and who we are as Want to network with Rob? Here Is His Business Card: an organization,” says Gardenhire. “So we’re all able to stay in the same voice.” Rob Gardenhire Social media offers the Drillers creative, Tulsa Drillers video and promotions teams the outlets to keep Director of Marketing & Business Development their fans on their toes through giveaways and (O): 918.574.8308COMING UP NEXT: offers that the Drillers otherwise would not be able to do. And as Gardenhire likes to point out, ONEOK FieldThE DESTINATION “it’s all free.” 201 N. Elgin AvenueSUITE – J.F. Tulsa, OK 7412038 | S E A T | | #SEATSummer2011
  • 34. CUSTOMIZE YOUR OWN WITH A NIKE GIFT CARDRedeemable In Stores and Online ORDERS AND INQUIRIES No Expiration Call: 877.220.6453 No Fees Email: Corporate Discounts Available
  • 35. PoliShed Branding One company surfaces as a preeminent branded sports marketing partner. By Amanda Verhoff, Executive Director, ALSD S uite branding is not a new concept in the sports indus- exist. Coupled with the company’s passion for sports, particu- try. Nevertheless, it has been met with somewhat slow larly baseball, Cambria’s branding platform has morphed into a adoption and relative ambiguity. Accordingly, few teams premier partnership model in sports marketing. or companies have truly strived to find the formula for success. Until now. One industrious duo, comprised of the Minnesota PerPetually Premium Twins and Cambria, has engineered one of the most prosper- To appreciate a product’s quality, you have to see it, feel it and ous partnerships in suite branding to date. Cambria, the fami- experience it. Cambria’s product and potential purchasers are ly-owned, Le Sueur, Minnesota stone surface manufacturer, is both, in a literal and figurative sense, upscale and polished. refining its branding and has produced – and more importantly For that reason, there is not a better place for clients to absorb is utilizing it to its fullest potential – one of the most inventive a product’s appeal than on an exclusive premium level in a branded spaces in the venue marketplace: Cambria’s Design stadium or arena. Posh premium amenities further persuade Studio at Target Field. high-end clientele to remain in the captive environment that allows for key demonstrations, networking and interaction, and Background reinforced aesthetic and performance opportunities. Peter Martin, Executive Vice President of Marketing and At Target Field, the most posh premium space exists on the Residential Sales at Cambria, explains that early on Cambria first baseline, in two 16-person suites that have been combined felt the need for more than mainstream marketing to promote and built-out into Cambria’s Design Studio. Marty Davis, its products. He says, “We wanted to get into a medium that Cambria’s President and CEO and longtime advocate for the allowed us to differentiate ourselves and also to a certain extent Twins organization, worked with Scott O’Connell, Twins Di- have some unique ownership of it.” That said, while still in its rector of Suite and Premium Seat Sales and Service, and Dave infancy in 2002, Cambria teamed with the Minnesota Twins St. Peter, Twins President, to develop the concept for a party- to brand the Cambria Skybox Suite in the Metrodome. Since sized suite with 32 external seats and 12 internal seats. From then, Cambria has installed not only countertops, but any sur- there, the Twins worked hand-in-hand with Cambria’s archi- face ripe for its quartz surfaces in the Minneapolis market and tects and designers on the suite layout. The photos included beyond. In all, no fewer than 15 North American partnerships in this article illustrate the finished product, a custom double40 | S E A T | | #SEATSummer2011
  • 36. cambria entertains 100-125 times a year in the design Studio, including all twins home games and numerous non-game day events. Food and beverage options are available for each event, and cambria personnel are on-hand for each game and non-game day event. a camBria client on the deSign Studio: Branding Bullseye: Cambria’s activation at Target Field hits the Creative Surfaces, Inc., a national manufacturing company of custom store fixtures, signage and countertops for mark for its guests. the retail, automotive and casino industries, is one such customer who, after experiencing the Cambria Design Studio, felt the product was the right fit. “We have enjoyed the benefit of using the Cambria Design Center with our customers. The trips in their entirety are an experience, from the bus ride, where we mingle and get to know our customers to the amazing experiences at the games to the product knowledge gained by the plant tours and interactions with our Cam- bria representatives. Our customers get a sense of what Cambria is all about when they see the outpouring of generosity from our Cambria representatives during their trip. The experience has definitely turned a local custom home builder into a Cambria believer. A customer confided that after seeing the total Cambria package, he knew that Cambria was right for his high-end homes and demanding customers. As we follow up with our customers on the trip, we see a repeating pattern – it wasn’t any one thing that stood out, it was the ‘Cambria experience’ as a whole that is the resounding sentiment.” – Jud Pins, CEO/President, Creative Surfaces, Inc. #SEATSummer2011 | | S E A T | 41
  • 37. Hospitality By Design: Cambria suite with floor-to-ceiling Cambria finishings. Moreover, it ginning of a comprehensive plan to promote brand awareness. explains its designation of Design illustrates branding at its best, as the suite replicates possible Cambria has taken the following steps to ensure its brand is Studio in place of luxury suite: designs and fittings for commercial and residential projects. promoted efficiently and frequently. In no particular order: The Design Studio is “a private- engagement, by-invitation-only • Cambria refers to its party suite as a Design Studio. Draw-studio that highlights our products’ PartnerShiP ParameterS ing on innovation in its truest sense, Cambria decided that capabilities.” In the 10-year lease contract, Cambria agreed to pay for the “Design Studio” conveyed a more meaningful connotation double suite construction and installation of materials. Upon than luxury suite. “A private-engagement, by-invitation-only contract expiration, Cambria will have the opportunity to re-up studio that highlights our products’ capabilities” is Cambria’s or terminate the lease. If terminated, the Twins can leave the intention. suite as is if the team wishes, or the suite can be returned to • A Vice President of Sales for Cambria doubles as bartender its original condition, financed by Cambria. From the Twins’ in the Design Studio for Twins home games. Not only is he perspective, the contract outlines few limitations, but of im- versed in the world of olives and twists, but he is fluent in the portance, advertising needs to stay contained within the suite company’s lingo and product lines. and not extend into the hallways or exterior of the suite. One • Cambria offers educational courses in its suite. On the com- key contractual component is that the Cambria partnership mercial side, architects and designers have yearly continuing includes signage behind home plate, supplementing the brand’s education needs, much like doctors or lawyers. Cambria offers visibility to those in the stadium and to those in the television certified courses, often combined with stadium tours, which viewing market. carry credits for associations in the market segment. Cambria The Davis family, owners of Cambria and avid baseball holds instructional courses before games or during off days, fans, also receive tickets to the Champions Club as part of the the former with entertainment and hospitality to follow dur- agreement. The family seldom is not in attendance at home ing the game. games. O’Connell believes that the synergy and long-standing • Cambria entertains 100-125 times a year in the Design relationship between the Davis family and the Twins made Studio, including all Twins home games and numerous contractual and branding negotiations smooth and, in fact, non-game day events. Food and beverage options are avail- entertaining. Davis was one of the first to select his space in the able for each event, and Cambria personnel are on-hand for park, and O’Connell recalls visiting the two largest suites along each game and non-game day event. The Twins are more the first baseline, and Davis remarking, “I want them both!” than happy to accommodate distinctive food and beverage requests. duB it a deStination • The Twins often refer to the suite as a destination, as it is a Decorating a suite with a company’s materials is only the be- cut above the rest in terms of luxury and amenities. Twins42 | S E A T | | #SEATSummer2011
  • 38. Suite Branding For dummieS –tiPS For teamS conSidering a Suite Branding oPPortunity:• Enter into the partnership only when strong synergy • Use it as your own sales tool. Get your other suite exists between the client and the team. holders’ creative juices flowing.• Whether considering a redesign or a new build, bring • Embrace a partner who embraces sports. A strong your best client in early and offer them the best partner is never a stranger to the ballpark. space. • Educate the client on how to leverage the branded• Because brand visibility is the main objective, en- suite. Remember, the team is the expert in the sports courage use on non-game days as well as game days. marketplace.• Put it in writing. Include as much detail as possible • Make it a destination, and brand it in namesake as about the contractual items, payments and return of well if it makes sense for the product. the suite to the original condition. • Look for ways the sponsor’s product can upgrade• Offer more than branding. Package the branding op- your venue, aside from the suite itself. portunity with prime signage or club seats. • Map out the client’s objective early on. For instance,• Ask permission to showcase the branded suite. To if the client’s goal is exclusivity, ballpark tours a team or venue, branding is not a new idea, but to through the suite are not appropriate. your clients and prospects, it might be. You will need • Recognize the right opportunity. Offer the opportu- a model to display. nity to outfit all suites, a club area or an entire con-• Because the suite holder will value the added visibil- course with a client’s product if they want stronger ity, ask for authorization to leverage the suite for the market penetration. Help brand just the client’s suite team or venue’s benefit. or exclusive area if market penetration is already• Contract it at the customer’s cost if you must; offer it strong. as a renewal incentive if you can. • If possible, showcase the product as it would be used• Encourage the client to do more than entertain. outside of the ballpark. Holding educational seminars is a meaningful ap- proach to get potential clients into the suite. #SEATSummer2011 | | S E A T | 43
  • 39. Cambria or the Twins, but as is evident in the photos, it cer- tainly became a welcomed outcome. O’Connell recognizes it as a marketing opportunity and seizes it by allowing select suite clients and prospects into the suite. The Twins offer clients the freedom to decorate their suites, and they are clear about The “Facility”: The Design Studio alums frequent the suite with Cambria’s permission, which the financial and design responsibility from the outset – suite is a world of its own, serving they value greatly. Affiliation with Cambria from former holders have to cover payment of the suite build-out and the specific marketing goals of both players only strengthens the brand. suite’s return to its original state. Most clients and prospects Cambria and the Twins. • The Twins utilize the suite, with permission, for non-game understand, and some are warming up to the idea, namely the day events. O’Connell stated that MLB League Meetings 10-year lease holders who see it as an investment. were held in the suite, and Cambria is always open to permit- The Twins exercise caution however when exhibiting Cam- ting the Twins access to the suite for private functions. bria’s suite, understanding that some will wonder “why can’t I • The Twins often incorporate the suite in the ballpark tours have this in my suite.” The companies that “get it” realize that offered to guests. Cambria was hesitant at the onset as the Cambria’s own products led to the result of the branded De- suite was to be an exclusive experience, but Davis committed sign Studio. Those same companies were the first to have their to the additional exposure and is open to the showcase. creative juices flowing in their own suites. For instance, General Mills displays a giant Wheaties box in its suite. With built-in recognize the return bat in hand, guests have the opportunity to pose for pictures Return on investment is tough to track in any business. “on the Wheaties box.” O’Connell believes the trend is growing Sports marketing is no different, but Cambria recognizes that as companies embrace the right opportunity to highlight their an “experiential” method works well. Peter Martin believes, product or service. Ultimately, most companies do not offer “measurement sometimes occurs just from what we hear, feel surfaces to outfit a suite like Cambria does, but nonetheless, the and see in the marketplace. It is hearing from people who have best-informed clients discover they can too exploit their own had experience with your product.” That the suite is staffed products in a successful branding situation. for each ballpark event is of utmost importance, in accordance with hearing feedback from customers. Cambria also takes note in the end of testimonials from customers who have viewed advertise- For most teams, suite branding is not a new concept, but it ments at the park or on television. A more concrete method of comes with questions. Who will pay for the build out, the team branding ROI is tracking new business that results purely from or the client? What if a company defaults on its lease, and the a hosted event in the suite, in a nutshell, utilizing the tickets team is stuck putting the suite back to its original form? What and sponsorship opportunity the company has been given. is the true ROI value to the client, and how can the team Cambria, in its product and personnel, embraces the opportu- explain how it is measured? Yet some teams, like the Minne- nity to be seen, and in doing so, keeps a finger on the pulse of sota Twins, understand that with risk comes reward. The Twins the marketplace. create branding partnership models that ensure long-term rela- Another appeal for Cambria at Target Field is the baseball tionships with its clients. In the situation of the Cambria suite, game itself. While Cambria prides itself on its presence in branding not only adds to the overall sponsorship package and several professional sports venues, such as in the NBA’s Amway the ballpark’s appeal itself, it helps strengthen the relationship Center in Orlando and the NHL’s Xcel Energy Center in St. between the team and Cambria, helping to alleviate many Paul, the company realizes that baseball, for one, offers more of the abovementioned uncertainties. Cambria realizes that games, equaling more exposure. What’s more, there is a bit the visibility at Target Field leads to brand association in the more “downtime” during a baseball game, a slower paced game ballpark and beyond. In the end, the team reaps the benefit than say hockey or football. Finally, the absence of in-game and of a uniquely adorned suite, ripe for showing off, while the halftime events allow more time for entertainment to occur in company reaps the benefits of potential clients regularly seeing, the suite. By a gut feeling, Martin suggests that “the absorption feeling and most importantly, experiencing its products. # rate may be a little higher in baseball.”more on mlB on Do you have a client who you can approach with this idea? the trend to Brand Write to Amanda at, and connect with her onindianS conStruct The Cambria suite is truly a world of its own. Perhaps that is LinkedIn at Suite at why Scott O’Connell affectionately calls it a “facility” whenProgreSSive Field referencing it. Its wow factor was not initially deliberate by44 | S E A T | | #SEATSummer2011
  • 40. So Why minneaPoliS?The ALSD historically attempts to hold our annual conferences in the cities with the most state-of-the-artvenues. Target Field, the new home of the Minnesota Twins, is, in our opinion, the best new ballpark to comearound in a long time. The fact that it won the “Facility of the Year “ from Street & Smith’s Sports Business Journalhelps substantiate our claim.But there are more reasons for Minneapolis.The Minnesota Wild’s Xcel Energy Center is often cited as the model for new hockey arenas being built inNorth America, and some believe it will some day reach nearly iconic status, like the Wrigleys and Fenwaysof the sports world. It has got a few years to achieve that kind of status, but the building has clearly been themodel used for so many arenas built in the past five years.But there is more.The ALSD Conference is nomadic. The idea is to give regions a chance to host the ALSD show. It has been awhile since we were in the Midwest, about a decade. This allows people who are regional a chance to travelmore easily. The cost. Lets face it – the Midwest is less expensive than New York and Los Angeles. For those teams ontighter budgets, you will find the hotel costs are around $100 less per room per night. Not only that, but thefood is less costly and in most cases, so too is the flight in, because we are in the middle of the country.Need more reasons?The ALSD is trying to reach out and grow our College and University Division. TCF Bank Stadium, the home ofUniversity of Minnesota Golden Gopher football, is state-of-the-art. It is quite possibly the best new collegefootball stadium built in the last decade.Tell me more.OK, we will. There are two seasons in Minneapolis – July 4th and winter. We are there over the July 4th week, inone of Americas most beautiful cities during its short summer season. It is absolutely gorgeous, and the foli-age is breathtaking. About 40,000 people live in Downtown Minneapolis which hosts many summer festivalsand has a “regionality” that is nearly unmatched. The city has been ranked the best bicycling city in the coun-try, so it is perfect for our active attendees, with 46 miles of streets with dedicated bike lanes and 84 miles ofoff-street paths. And for those who like the indoors – and more specifically shopping indoors – the renownedMall of America awaits.Give me more.Minneapolis is one of only 14 cities to have all four major sports. This allows league meetings to thrive, be-cause all four leagues call it their home.Whats not to like?Minneapolis offers great facilities, a Midwest location and affordable plane and hotel prices for the budget coming uP neXt:conscious. We are excited about Minneapolis, and we look forward to seeing you there. Where’S Waldo? #alSd2011 recaP in – Bill Dorsey, Chairman, ALSD PhotoS can you Find your- SelF? #SEATSummer2011 | | S E A T | 45
  • 41. In PhotosA fter the completion of the 2010 ALSD Conference and Trade- bing with Victor Ortiz himself post-press conference. I wish I could take show, I thought there was no way our New York show could be credit for that rendezvous, but that experience went off-script. topped. That was until I arrived at LA LIVE this past June. The Oh yeah, and we learned the new solutions to achieve success in our 2011 conference, the ALSD’s highest attended show to date, was transformed industry. The roundtable discussions and educational presenta-a show for the ages. tions were as good as always, if not better. The tradeshow floor was abuzz From the events held at the Rose Bowl to Nokia Theatre to STAPLES with product demonstrations exhibiting the latest and greatest innovations inCenter to Angel Stadium to The Home Depot Center, this year’s tours and the venue marketplace. Wherever you were, you felt the energy of this year’sreceptions included takeaways for all attendees. show. This year’s event was a name dropper’s paradise. Naming off our prolific There was so much to experience, even I, the intrepid editor of SEATroster of keynote speakers was like calling roll for the Mount Rushmore of Magazine, missed some of the magic. I’m sure you did too. But no need toour industry: Robb Heineman, Ray Bednar and, of course, Tim Leiweke all fret. Take the following pictorial tour and relive the memories – all the venueimparted words of wisdom. Additionally, Tom Wilson received the ALSD tours and receptions, celebrity appearances, behind-the-scenes access, round-Visionary Award. The room was not short of talent. table discussions, educational sessions, exhibit hall demonstrations, keynote There were planned and spontaneous celebrity interactions. Nona Sivley, speakers and networking with colleagues. Find yourself and your friends atwinner of Fox’s Hell’s Kitchen, provided behind-the-scenes access for our LA LIVE!Food and Beverage Division. Pat Boone was on hand to showcase his Tail- A special thanks to SuiteCaptures for snapping all these great shots andgate in a Box. Hollywood celebrities appeared out of nowhere in the hotel bar creating these lasting memories.following a Rihanna concert next door at STAPLES Center. Outside the JW Still want more? Visit and “like” the Association of LuxuryMarriott in LA LIVE’s Nokia Plaza, the red carpet was laid out, literally, for Suite Directors on Facebook to view more photos.a press conference promoting the upcoming Mayweather-Ortiz fight. If you – Jared Frankcheck the Facebook walls of a few of our attendees, you’ll see them hobnob-46 | S E A T | | #SEATSummer2011
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  • 49. How toWinDeSpite LoSing As many of our ALSD members can attest, winning is uncontrollable and often hard to come by. Discover how some teams overcome more losses than wins through creating superior customer service and memorable experiences. By Ryan Mirabedini, Membership Director, ALSD S ports provide a very simple concept: there is a winner True. Winning is quite nice, but is it everything? It is clear and a loser. As Ricky Bobby would say, “If you’re not that some of the larger markets in the country, e.g., New York, first, you’re last.” Just ask any Cubs fan born after Chicago, LA and Dallas, have plenty of entertainment avenues 1908. Point being, people inherently love to win and/ other than sports for local companies, but coincidentally or be around a winner. From checkers to the Madden NFL enough, these cities all have notably successful franchises to call video game to the local 3-on-3 tournament and so forth, there their own. is no better feeling that being declared a victor. Combine this On the other hand, take a smaller market like Cleveland. It natural human emotion with a team that represents a com- is no secret that the city by the lake does not necessarily have munity, and we have the microcosm that is professional sports. the equivalent incentives as the aforementioned larger markets, Considering this idea, fans want to watch a game or match and residents can only visit the Rock and Roll Hall of Fame where the organization they support is victorious. For any of so many times before it loses its luster. That leaves companies a multitude of reasons (small market, bad drafts, injuries, etc.), like KeyBank, Huntington and other larger companies in the some franchises have more success than others. This begs the area with local sports teams as their resource for employee age-old question: how can a franchise sell their product when awards and client entertainment. Take the Browns for example. the performance on the field is underwhelming? Reborn in 1999, they have the second worst record in the NFL As is common knowledge, the sale of suites and club areas since that time, yet nearly sell out every season. As part of brings into play several aspects for the company or individual their submission in the 2010-2011 ALSD Reference Manual, leasing it. The obligatory statement is that a purchase of this the Browns claimed their suites to be at 80% capacity which inventory is a major investment for any client. With that in is quite admirable considering the still lingering effects of a mind, a specific venue could have the highest rated customer down economy and poor team performances. When asked as service, concessions and facility in the industry, but if the team part of the survey what kind of effect the economy actually had, is being dismantled by a division rival, the check-ins of “How is the Browns responded, “The economy hurt renewal rates, and everything today?” are often met with a solemn “It’d be better if paired with a losing season, made us have to add more value- we were winning.” added programs.”54 | S E A T | | #SEATSummer2011
  • 50. GIVE YOUR FANS10 MORE REASONS TO CHEER. FanVision enhances your fans’ game-day experience by turning your venue into a smart venue. Now they can tap into ten channels of instant replays, multiple camera views, statistics, commentary and out-of-market games at your venue, the moment the action happens. Which means they get closer to the action than ever before, stay in their seats and return season after season. For more information, visit Welcome to the Inside.
  • 51. “the United Center premium Seating Department tries to touch our premium seating customers over 100 times a year, not including telephone calls and emails. we want to be in front of our customers at all times.” – Greg Hanrahan, United Center Added value options should not be overlooked as they are a fantastic way to alleviate some of the lackluster on-field perfor- mances. Offering suite holders and high-value customers with access to premium options such as private concierges, exclusive golf courses, transportation services, major event opportunities and trips to destinations like Las Vegas create an ability for customers to see the value in being part of the “club” at no ad- ditional cost. This is a beautifully ideal way to remind someone that may be disappointed by a team’s record that while it would be great to win a championship, it is not a terrible thing to have gratis accessibility to such rewarding incentives. The city of Pittsburgh, while often rivaling in competi- tion with Cleveland, is a very similar marketplace. According to, the population of Pittsburgh in 2009 was roughly 311,647 compared to 239,760 in Cleveland – close enough to have several parallels in market size and corporate dollars. This brings us to the Pittsburgh Pirates. For the previ- ous 18 seasons, the Pirates have not been able to finish the season above the .500 mark, but that does not stop the front office from being successful. “We typically do not sell wins and losses but instead focus on the things we can control,” says Chris Zaber, Senior Director of Ticket Sales & Service for the Pirates. “Providing excellent service and quality entertainment making sure his premium seat clients continue to return each are just a few.” A valid point when considering how highly year because of hard work and dedication. “We try to provide regarded PNC Park, the Pirates home, is considered through- the best service possible at all times,” says Hanrahan. “So no out the industry. matter what is going on the court or ice, we know our premium Zaber also notes, “Outside of that, having the right structure seating guests are having the best time possible at the United in place, a well-trained and motivated staff, and utilizing best Center.” This type of positive attitude helps the United Center practices can go a long way to maintaining your current client maintain one of the most respected levels of service on an an- base as well as growing your business regardless of how the nual basis in the industry. team is performing.” The main point here being that by the According to Hanrahan, “The United Center Premium nature of sports in general, there is always a winner and a loser. Seating Department tries to touch our premium seating cus- That cannot be changed. But a customer can still have a memo- tomers over 100 times a year, not including telephone calls and rable experience if the service is at a high level. emails. We want to be in front of our customers at all times.” Winning is also cyclical. A team may lose for several years, This outlook has served Hanrahan and his staff sufficiently for but in that time, they also stockpile draft picks and young 17 years now. talent that in some cases leads to a team’s success. This point Another approach to keeping fans in the stands while the leads to wondering how customers are convinced to have the losses are adding up is to focus on promotions and pricing. For necessary patience. Granted, it would be fantastic if every suite example, popular bobblehead nights often boost attendance by in the inventory of a venue was occupied on 10-, 15- and even up to 10,000 fans. While these priceless, plastic replicas with 20-year leases, but those days, minus some rare instances, are springs for necks rarely look like the player they represent, long gone. It does not take a certified genius to decipher that people will show up in droves to get their hands on the latest customer service is an integral, if not, all-deciding aspect to re- release. Nobody is quite sure why these trinkets work, but they tention. What does take true intuition is exactly how to provide do, and if it’s not broke, don’t fix it. the service necessary to keep morale in a desirable place. The Kansas City Royals have implemented this kind of Greg Hanrahan, Senior Director of Premium Seating at thinking to battle recent losing records but even more so to the United Center, has seen the highest of highs (The Jordan reward their passionate and loyal fans. According to Steve years and the Blackhawks Stanley Cup in 2010) and the low- Shiffman, Senior Director of Ticket Sales & Services with the est of lows (Post-Jordan/Pre-Derrick Rose and no hockey on Royals, they have created wildly popular “Buck Nights.” It is no local TV), but no scenario has ever altered his approach to secret that food & beverage prices hurt the common fan, but 56 | S E A T | | #SEATSummer2011
  • 52. Put More Butts in your seats Premium Seating Leads • Group Sales LeadsSeason Ticket Sales Leads • Business Email Campaigns Current Fan Profile Reports Full House entertainment Database Marketing (312) 360-0001 • info@fillthe ALSD Research Partner Since 2007
  • 53. “our formula has been to continue to give as much season ticket holder value-added experiences, swag, renewal prizes, gifts and pricing consideration as possible.” – Tom Sheridan, Chicago White Sox on these “Buck Nights”, the Royals offer hot dogs, soft drinks, pretzels and popcorn for $1 each. Shiffman claims this promo- tion has provided a “huge spike” on Fridays, so much so that they often outsell Saturday night games. As for the Royals premium clients, the staff harps on the fu- ture of the team, a bevy of young, talented players and hosting the 2012 All-Star game, which can be seen as a major benefit for premium customers. By creating an atmosphere such as this, the Royals put themselves in a position for when that one magic season finally arrives, they will be ready to cash in on the goodwill they already embedded throughout the community and Kauffman Stadium. So what have we learned thus far? Well, yes, winning does help quite a bit as we might suspect but by no means defines the success of sales and services departments of the teams less fortunate in the standings. Bottom line is the ability of a professional franchise or a collegiate program to provide a venue for entertainment and unique business opportunities despite wins and losses. Having said that, the winning teams and schools do not stay the same each year. To this point is exactly why it is integral to have a plan in place to attack when that special season does arrive. Once that opportunity comes, which can be quite rare for smaller market teams, it is a battle to capitalize as best as possible initially, and then be prepared to maintain the following year(s) if the record happens to go back to mediocre or less. Just ask Tom Sheridan, Director of Ticket Sales with the game itself, the family entertainment factor and value become Chicago White Sox, who was part of the sales staff when the the draw.” She continues by adding, “Fans come to see various Southsiders won the World Series six years ago. “We are still players as they move around, knowing they will be seeing some hanging onto our 2005 success,” Sheridan says. “Our formula of them in the majors in the future.” has been to continue to give as much season ticket holder This is one of the more beautiful aspects about minor league value-added experiences, swag, renewal prizes, gifts and pric- sports. The entertainment can range from seeing who will be ing consideration as possible.” Sheridan’s comments express the next big star for fanatics, kids areas and on-field entertain- an ongoing theme of the ability of teams to create such an ment for the tots, and picnic areas in some venues for families atmosphere for their suite holders, club seat holders and gen- to more casually spend a night at the ball game. But Rose is eral season ticket holders that is one with a plethora of team also sure to point out that, of course, winning is nice too. “We involvement, return on investment and outright enjoyment. have been fortunate to have a record four International League One area where winning and losing plays much less of a role North Division Titles, and we won the Governor’s Cup in is in the minor leagues. Baseball and hockey both have strong 2008,” she remarks. “We certainly play to win.” representation in diverse markets across North America, and So there you have it. Winning is good, losing is bad and cus- because of the liquidity of player movement for these franchis- tomer service trumps all. The moral of the story ultimately rests es, fans have come to enjoy the games not for the devoted love with the ability of an organization and a venue to consistently of the team, but because the sport is enjoyable to watch, and create an experience at an event that is so memorable and the venues charge less money and provide more discounts and enjoyable that even when the inevitable losses begin to pile up, giveaways to make the entertainment value more festive. Again, the smiles on the faces of those in attendance last long after the this is not to say winning is irrelevant, but for teams like the final whistle blows. #CoMing Up neXt: Scranton/Wilkes-Barre Yankees (Triple-A Baseball), it playspReMiUM SeAt considerably less of a role. Scranton/Wilkes-Barre President, How does your team or venue achieve sales success despite a losing team record?SALeS AnD SeRViCe Kristen Rose, certainly sees things this way. “The consistency Write to Ryan at pRACtiCeS of the team is different from other sports,” says Rose. “The58 | S E A T | | #SEATSummer2011
  • 54. An AnALySiS of BeSt pRACtiCeSUtiLizeD By LUXURy SUite DiReCtoRSALSD members completed two separate surveys in 2011 – Part I: Premium Seat Serviceand Part II: Premium Seat Sales. The following is a synopsis of the results from each survey,as prepared by Ohio University and ALSD.By Heather Lawrence, Ph.D., Associate Professor, Sports Administration, Ohio University pARt i: toUCH point pRoCeSS SeRViCe SURVey AnALySiS Respondents share that a touch point process is used by their Prepared by: Augustino Adams, Kevin Kelly, Drew Ossakow, employer for hands-on engagement and to contact clients Asown Sayles, Ohio University about specials, issues and other important matters. One system shared is a six week renewal e-mail followed by a contract Roi MeASUReMent follow-up call from the ticket dispatch. A few respondents also ALSD asked its members about the use, value and explanation mention “end of season” gifts, birthday cards, event remind- to clients of ROI measurement tools. Results show that few of ers or golf outings as touch points. Another respondent states those surveyed have a specific ROI measurement tool for their touch points, to be effective, should foster a relationship not clients to use. In fact, only six respondents have a specific tool. just a transaction. Some share that while they try to stay in Spotlight Ticket Management is mentioned as being used, or regular communication with clients, they do not have a system that there are plans to use them in the future. Concierge Live in place to know who they touched and when. is the only other program mentioned. Respondents were also asked if their clients have ever provided a ROI measurement CLUB AnD SUite HoLDeR BenefitS iMpACt on tool. Again, the majority of respondents mention no such tool. Retention Survey takers frequently mention that each client is different. Respondents report that the most effective/useful benefits for Many measure their results in some way, with a large portion retaining suite clients include: seeming to use their own internal spreadsheets. • Parking benefits • Suite holder tastings CLient CoMMUniCAtion • Including non-game events Regarding continual communication with clients, members • Ticket delivery systems were asked about the most effective method to solicit feedback. Some of the least effective or little used benefits are: Most effective is one-on-one interviews at tastings or other • All-inclusive food and beverage (soda, beer, wine and events. Coming in a close second is personal phone calls. hard alcohol) Results show that when it comes to getting good feedback, • Annual suite holder trip to non-athletic event personal effort makes a difference. To ensure good feedback, • Suite-specific website respondents make sure to speak directly with clients over the The same question was asked regarding club seating clients. phone or in person. The least effective method mentioned is The most effective benefits are: pre-game surveys, with a majority of respondents finding this • Parking benefits method not effective. • Private event invitations Regarding the frequency and medium used to communicate • Client controlled ticket management systems with clients, the most frequently used is email messages. A • Renewal gifts majority of respondents send emails out over twenty times per The least effective benefits for club seat retention are:Editor’s Note: By using year to each client. Ticket delivery, direct mail and gifts are • All-inclusive food and beverage (soda, beer, wine, andcertain scales of measure- frequently used as well, typically less than five times per year. hard alcohol)ment, the survey may be Phone calls, while a popular method used, vary in number per • Food and beverage creditslimited in tracking new year, averaging between 11-15 calls. Finally, social media and • Using a suite as an amenitytrends and methods. For text messaging are used to communicate with clients the least, • Personalized giftsinstance, a “not effective” each used on average less than five times per year. Further,ranking could mean that respondents make it clear that social media, such as Facebook, giftingmembers simply have not Twitter and LinkedIn, is one of the least effective methods There has been little change over the past two years in giftingattempted to use certain to receive feedback, if even used at all, as respondents cannot budgets. One area that shows a small increase is Ticket Pack-methods, rather than find depend on these resources when gathering information on aging/Delivery; it is the only strategy that shows significantthem not effective. their services. increase in spending. The other categories (holiday gifts,60 | S E A T | | #SEATSummer2011
  • 55. BeSt renewal gifts, small in-suite gifts and other) show little change or an equal number of respondents that increased to those that ways to motivate suite directors: • Annual or semi-annual employee performance evalua-pRACtiCeS decreased. tions The average annual gifting budget per suite reported is • Creation/cultivation of a distinctive venue culture for $642.75. The maximum value listed is $4,535.00 per suite, and employees to follow the standard deviation for all responses is $1,169.35. While • Employee recognition some respondents have much larger budgets, respondents in Interestingly, the top three responses do not involve mon- general spend less than $800.00 on annual gifting per suite. etary rewards. While incremental raises are the fourth highest rated answer, it is indicative that employees value recognition teCHnoLogy USe foR fooD AnD BeVeRAge and feedback from their supervisor, which are vital to long- Technology is becoming more a part of the premium seat cli- term career development. ent experience. While tablets and smart phones have recently attained widespread popularity, venue/team suite directors BiggeSt iSSUe in tHe inDUStRy toDAy have not been able to effectively harness them yet. However, Recently, main issues stem from the economy, contracts and there are other technologies that are very useful in enhancing general uncertainty. Results also show that suites and premium client’s premium seating food and beverage service. In par- seating sales are being affected by the age and condition of the ticular, online pre-ordering options are very well liked among facilities. Clients are seldom investing in out-of-date premium respondents. Additionally, for in-game service, in-suite phones seating areas that are lacking in technology. are effective. SURVey DeMogRApHiCS BeVeRAge AnD ALCoHoL poLiCieS Approximately 80% of the members that filled out the survey Respondents make it clear that inclusive packages that include are at the director or vice president level on the service side soda, water, beer and wine are not suitable in the current of the industry. The majority are female with an average age economic environment. The majority of respondents use point- of between 31 and 35. The Big Four professional leagues are of-sale and on-consumption-only policies. Fourteen-percent represented, along with college venues, auto racing venues and do include an all-inclusive package as a part of the club seating the English Premier League. experience. effeCtiVe fooD AnD BeVeRAge StRAtegieS Suites, loge boxes and club seating areas see the most revenue generated from concessionaire items such as boneless wings, hot dogs and popcorn. It is interesting to point out that suite directors state “all-you-can-eat” offerings are quite popular. For example, taco and burrito bars and dessert carts are the most well-liked items by clients based on quantity ordered. Due to the current economic state, there has been a decline in premium food and beverage sales. Data suggests that pARt ii: companies are not investing as much in their entertainment budgets and are spending less on in-stadium food and bever- SALeS SURVey AnALySiS Prepared by: Trevor Allison, ALSD age. To combat the decrease, some venues are reducing prices and creating new packaging with smaller portions. pRoSpeCting MetHoDS effeCtiVeneSS Respondents make it very clear that when it comes to pros- teCHnoLogy StRAtegieS foR MonitoRing pecting for new business, outside sales is the most effective pReMiUM SeAting inVentoRy method. Current customer analysis rates as the second most Most respondents are reluctant to use technological advances effective method. like cell/smart phone ticketing applications and keyless entry Results show that the least effective method of sales scanners. To date, most venues have not been equipped with prospecting is list buying. The least utilized method with ourEditor’s Note: By using the resources to support these systems. Data shows that the respondents is the drip marketing technique.certain scales of measure- most effective seating inventory systems used are e-ticketing orment, the survey may be ticket management programs such as Ticketmaster, My Tickets effeCtiVe SUite AnD CLUB LeVeL SALeS StRAtegieSlimited in tracking new or bookit, where staffers can physically count each ticket. Commonly used strategies in suite and club seat sales found totrends and methods. For be most effective are:instance, a “not effective” eMpLoyee peRfoRMAnCe RewARD StRAtegieS • Packaging/selling sponsorships with suitesranking could mean that Getting fans and organizations to invest in premium seating • Offering non-game day events as part of suite packagesmembers simply have not has become increasingly difficult in the current recession. This • Offering all-inclusive food and beverage packages withattempted to use certain difficulty has put more pressure on sales and service staffs to suitesmethods, rather than find bring in new and retain existing suite holders. Motivating em- • Shortening lease terms/yearsthem not effective. ployees is more critical than ever. Below are the most important • Payment plans62 | S E A T | | #SEATSummer2011
  • 56. Season Tickets, Books and NEW Season Wristband Books Whether a special event or a sporting event, we can meet your admission control needs with access, VIP and season passes; media creden- tials; season ticket books; vendor, employee and official badges, hang tags, photo ID’s and other products to compliment your ticketing needs. Custom-printed to your specifications with full color ink capabilities, features such as foil stamping or security inks are available to enhance the security of your admission products. Easily visible credentials increase security to restricted areas: • Access Passes, Media Credentials • Vendor, Employee, and Officials’ Badges • VIP & Season Passes • Photo ID’s and other products to compliment your ticketing and access control needs. National Ticket Co. provides tickets and access control prod- ucts to: National Football League, National Basketball Asso- ciation, National Hockey League, Major League Baseball, PGA, Minor League Sports Teams, College Bowls and many others.National Ticket Company’s employees are proud to print the highest quality ticketingproducts in our Pennsylvania manufacturing facility. Call today for details and a price proposal P.O. Box 547, Shamokin, PA 17872 USA Customer Service: 800-829-0829 or 570-672-2900 Fax: 800-829-0888 or 570-672-2999 Web Site: • E-mail:
  • 57. BeSt Some of the least effective or least used strategies are: • Loyalty cards the majority mention using Spotlight Ticket Management software. Those using Spotlight have just recently begun usingpRACtiCeS • Membership clubs the software. • Virtual ticket selection options Thirteen-percent of respondents say their clients use some • Per-ticket suite sales sort of measurable ROI tool, and all of those that have pro- Interestingly, respondents almost unanimously favor strate- vided ROI did so in the form of a basic Excel spreadsheet. gies that are directly related to cost savings or payment options, while added-value programs such as loyalty cards or member- pReMiUM inVentoRy ship clubs are not widely used by organizations. It is important Respondents rated the popularity of their different premium to point out that loyalty cards and membership clubs are options in regards to inventory usage. Results establish that relatively new concepts in the industry, and the results of this traditional luxury boxes are still the most popular premium survey are by no means indicative of their effectiveness; more seating option. The premium options ranked in popularity are studies need to be completed to determine their value. as follows: • Traditional luxury suites fooD AnD BeVeRAge SALeS StRAtegieS LeADing to • Club seats SUite SALeS • Loge boxes Strategies used in the sale of food and beverage listed as effec- • Super/Party suites tive are: • Mini-Suites • All-inclusive food and beverage packages • Stadium clubs (with or without seating) • Allowing catering companies to meet with clients in Members listed their annual revenues for each of the preced- regards to menu options ing premium seating categories. From this information, the • Adding food and beverage credits to the suite agree- approximate industry averages for revenues generated from ment each category are as follows: Some of the least effective or least used strategies are: • Traditional luxury suites: $6,100,000 • Digital signage • Club seats: $5,300,000 • Tiered food and beverage strategies • Loge boxes: $2,520,000 • Dynamic food and beverage pricing • Super/Party suites: $942,000 It is possible that these strategies are too new for the indus- • Stadium clubs: $800,000 try to gauge an accurate response of their effectiveness. • Mini-Suites: $420,000 Members listed their annual food and beverage revenues Additionally, respondents described their venues’ future generated for their different premium seat inventory. The aver- plans on premium inventory upgrades, changes or new builds. age yearly revenues are: The majority state no future plans are in order. Of the available • Traditional luxury suites: $14,960,000 options, the least considered options are those that include • Club seats: $1,162,000 plans to deconstruct parts of the venue in order to add more • Loge boxes: $523,000 suites or club level seating. The option that is currently in reno- • Party/Super suites: $234,000 vation/upgrade plans is the construction of a new venue. It is • Stadium clubs: $224,000 the association’s belief that there is a strong correlation between the discrepancies between these two discoveries. teCHnoLogy USe foR SUite AnD CLUB SeAt SALeS The results prove that technology and advanced database eMpLoyee peRfoRMAnCe AnD RewARD StRAtegieS analytics are becoming more a part of the premium seat sales Respondents rated employee reward strategies on a scale rang- experience. In particular, the advancement of technology has ing from “do not use” to “highly effective.” Seventy-five-per- been influential in the retention of existing customers. cent of respondents claim that they do not use incentive trips According to the data, the most effective form of technology as an employee reward; however the 25%, that do use a trip as for suite and club seat sales is database marketing or prospect- an incentive, rate it as highly effective. ing software. Other effective methods are flex or suite share Other effective strategies are: plans, as well as variable pricing. • Performance based recognitionEditor’s Note: By using Eighteen-percent of the respondents claim to use social • Employee performance evaluationscertain scales of measure- media such as Facebook, Twitter or LinkedIn for premium seat • Incremental raisesment, the survey may be sales. Of those respondents, 2% claim that social media outlets Some of the least effective strategies are:limited in tracking new have been highly effective. According to results, the least ef- • Organization wide retreatstrends and methods. For fective technology used for suite and club seat sales is dynamic • Encouraging a distinctive venue culture for employeesinstance, a “not effective” pricing. to followranking could mean thatmembers simply have not CLient Roi MeASUReMent BiggeSt iSSUe in tHe inDUStRy toDAyattempted to use certain In regards to ROI measurement tools, 20% of respondents Respondents have shown that there are many issues that orga-methods, rather than find claim that their teams provide a method of measuring ROI. nizations and venues are dealing with in regards to suite andthem not effective. Of those who say they do provide ROI measurement tools, club seat sales and retention. Recently, the main issues stem64 | S E A T | | #SEATSummer2011
  • 58. CONVENTION - NOVEMBER 2011 RIO DE JANEIROBE PART OF THE WORLD’S BIGGESTFOOTBALL BUSINESS EVENTJOIN kEy FIGURES FROm FIFA, NATIONAL FEDERATIONS, CLUBS,LEAGUES, HOST CITIES, SPONSORS, SUPPLIERS AND FOOTBALLLEGENDS.THERE IS NO OTHER OPPORTUNITy LIkE IT. “Soccerex is really one of the premier destinations for these types of events, bringing the soccer people together. This is the fourth one I’ve been to and I find them, for me, more and more productive every time – more meaningful meetings, more opportunities to make good connections, more opportunities to see business take place in the United States.” Will Wilson Executive VP, MLS To join the football world at the Soccerex Global Convention, please contact us on: T: +44 (0)208 742 7100 E: W:
  • 59. BeSt from the economy, contracts and collective bargaining agree- ments. Results also show that suite and premium seating sales guidance of Walter O’Malley, Major League Baseball Hall of Famer and former owner of the Los Angeles Dodgers, the first-ever sportspRACtiCeS are being affected by the age and condition of the facilities. administration program was started at Ohio University in 1966. Clients are seldom investing in out-of-date premium seating Since its founding, the graduate program has grown an alumni base areas that are lacking in technology. of over 1,200 members. If you are looking for a talented, energetic and knowledgeable young professional to join your organization, SURVey DeMogRApHiCS please contact Jim Kahler in the Ohio University Center for Sports Approximately 58% of ALSD members that filled out the Administration at 740-593-4666. For questions or comments survey are at the director or vice president level on the sales about this project, please contact Dr. Heather Lawrence at 740- side of the industry. Twenty-seven-percent are involved in the 597-1520. management side, and 15% are entry-level executives. Results show that the majority of respondents work with facilities affiliated with one of the Big Four professional leagues as well as concerts, live event and theater performances. There are also considerable respondents from the college and food and bever- age divisions.Editor’s Note: By using The majority of respondents are male with an average agecertain scales of measure- between 31 and 40. Four-percent of the survey respondentsment, the survey may be are under the age of 25. The average salary of respondents islimited in tracking new approximately $66,000. #trends and methods. Forinstance, a “not effective” Ohio University Sports Administration graduate students usedranking could mean that Qualtrics survey software to collect responses. The Ohio Univer-members simply have not sity Sports Administration graduate program is regarded for itsattempted to use certain excellence in preparing students for careers in professional sports, CoMing Up neXt:methods, rather than find intercollegiate athletics, amateur sports, youth sports, sports agencies ALL CitieS ARe notthem not effective. and corporate positions with a sport-related component. Under the CReAteD eQUAL Never let your boards be boring! Enhance your menu boards with dynamic graphics, videos, TV feeds and more to drive sales and entertain your customers. VitalCAST ™ Indoor/Outdoor Digital Signage | | 800.693.262866 | S E A T | | #SEATSummer2011
  • 60. All Cities Are Not CreAted equAlOver the past year, SEAT presented a four-part series on the state of the suite market for the Big Fourleagues (NFL, NBA, NHL and MLB). The researchers now aggregate all teams from these leagues,breaking them down by geographic location to further influence their understanding of the sportsbusiness landscape.By Dr. Peter Titlebaum and Diane Branca, MBA, University of Dayton i f you recall our series of articles from the past year, we of sport. Geographical location (Northeast, South, Midwest, found that in the NFL, the value for all teams in the NFC West), as determined by the U.S. Census Bureau, played a outweighs the teams in the AFC. In the NBA and the significant role in the value of a team. We also combined all NHL, the Eastern Conference has a higher value than the Canadian teams into one geographical area containing its eight Western Conference. And in MLB, the American League out- teams. This methodology allowed for a truer gauge of what is ranks the National League (unless the New York Yankees are going on in sport by geographical location and by state, and not removed from the equation). After reviewing all the data, we by league, conference or division. While a particular sport may wondered which city or region really has bragging rights over not be of interest to everyone, aggregating the results based on the competition. To satisfy our curiosity, we investigated what all sports impacts the landscape. would happen if we treated all four leagues as just one giant Teams are broken down and color-coded by region and league known by us as the Great North American League. sport in Chart 1. The South has the most teams with 36. The All of the teams were broken up into regions regardless next highest region is the Midwest with 29 teams, followed by Chart 1 *Note that dollar amount units are in millions (USD)68 | S E A T | | #SEATSummer2011
  • 61. – ADVERTORIAL –INDUSTRY CASE STUDY: ALSD MEMBER SUCCESSSponsorship Pops for Korbel with SUITE-art®!K orbel Champagne doesn’t have a dedicated suite at Angel Stadium in Anaheim, California. But, theydo have a brand story to tell the team’scorporate clients and other groupswho rent one of four party suites on anightly basis. Maria Dinh, Sponsorship ServicesManager, had a unique co-brandingsolution. She suggested Korbel takeadvantage of the stadium’s “suitebranding” option. Since Korbel hadbeen the “champagne of choice” and apartner of the Angels organization foryears, she had an idea of how to link thetwo together in the hearts and minds ofthe team’s fans. To transform a plain, generic spaceinto a showcase of the Korbel brand forfans of the team, Ms. Dinh proposeda visual celebration of the Angels’50th Anniversary. After selecting images fromthe Angels’ photo archive and Korbelmarketing materials, BPGraphicscreated dramatic, eye-popping,wall wraps on SUITE-art® materialsfrom FLEXcon. The result was thecreation of a “Hall of Fame” exhibit-style environment and a personalconnection between Korbel, the Angelsand their fans. “Our sponsor (Korbel) was veryhappy with the end result,” reports products used for the Korbel/Angels opportunities on a nightly basis inMs. Dinh. exhibit, FLEXcon offers floor, window, four different spaces is improving BPGraphics completed printing in counter, table and door products. All marketability of the suites.just a few days, and installation only of these films produce graphics with To learn more about telling yourtook a day. Best of all, because the a brilliance, depth and dimension of story with SUITE-art® contact Michael ,FLEXcon self-adhesive film is quick photographic quality. Chevalier, New Business Developmentand clean to remove, Angel Stadium Enhanced with the dynamic graphics, Manager, FLEXcon, by phone atcan easily switch out artwork to feature the space delivered exceptional brand (508) 826-7204 or by email atother sponsors’ brand stories. recognition for Korbel while enhancing; or FLEXcon is the only self-adhesive the fan experience for the Angels’ visit provider certified by the ALSD. sponsors. Most importantly, the abilityIn addition to the SUITE-art® wall to offer sponsorship and co-brandingF L E X c o n
  • 62. Just like any industry, sport has growing pains, and not all teams and locations have the same value. the old adage, “location, location, location”, applies to the business of sports, where not all cities are created equal. the West with 27 teams. The Northeast comes in next with 22 with 15 and has the highest total value at $7.43 billion. How- teams, followed by Canada with eight teams. ever, when you break it down by the mean value, Massachu- While the Northeast has the smallest region in the United setts, with just four teams, comes out on top with an average States, it has the highest mean value per team at $665 million mean value of $746 million, as shown in Chart 3 on page 72. (See Chart 2). When we look at the data for each league, the Now we shift our attention to the “small conference” Northeast again wins three of the four leagues. The fourth championship (See Chart 4 on page 72). Wisconsin, with league is the NHL, where Canada still enjoys bragging rights three teams, has the highest total value at $1.63 billion. When as the birthplace of the sport. In this category, the Northeast comparing mean values, Maryland takes top honors with just comes in a strong second place. two teams and a mean value of $728 million. Even if we had We learned fun facts by breaking team values down by not broken the states into big and small conference champions, region, such as what areas of North America have the most Maryland would have come in second place overall. Not bad number of teams based on certain sports. For example, MLB for a state that only has five Fortune 1000 companies in its is the leader in the Midwest with 14 teams. The NBA and marketplace. the NFL share first place in the South with 11 teams in each This information is relevant because sport is not immune to league. Finally, the NHL has the lead with seven teams in the marketplace factors or the economy. Teams have relocated for Northeast. a new stadium or arena just to help their bottom line profit- Next, the authors considered rankings by state to see if any ability. Leagues often consider expansion as a means to increase were significantly different from the others. We grouped the revenue for their brands. Conversely, leagues also sometimes states into those with four or more teams and three or fewer talk of contraction when a team is not profitable. But the last teams. This approach is akin to big/small conference cham- time a professional sports team folded in the Big Four was in pions. In the “big conference”, California has the most teams 1952. Chart 2 *Note that dollar amount units Mean Values by Region and Sport are in millions (USD) By Region Teams Low Value High Value Mean Value NORTHEAST - 22 Teams 22 $415 $1,019 $665 SOUTH - 36 Teams 36 $391 $700 $506 MID-WEST - 29 Teams 29 $396 $659 $491 WEST - 27 Teams 27 $383 $667 $487 CANADA - 8 Teams 8 $303 $406 $335 MLB NBA Teams Low Value High Value Mean Value Teams Low Value High Value Mean Value MLB - NORTHEAST 5 $289 $1,600 $831 NBA - NORTHEAST 4 $269 $655 $422 MLB - WEST 8 $295 $727 $455 NBA - CANADA 1 $399 $399 $399 MLB - MID-WEST 14 $331 $726 $406 NBA -WEST 8 $293 $643 $379 MLB - SOUTH 7 $316 $453 $393 NBA - MID-WEST 6 $258 $511 $336 MLB - CANADA 1 $326 $326 $326 NBA - SOUTH 11 $266 $443 $352 NFL NHL Teams Low Value High Value Mean Value Teams Low Value High Value Mean Value NFL - NORTHEAST 6 $909 $1,361 $1,128 NHL - CANADA 6 $183 $505 $293 NFL - SOUTH 11 $856 $1,650 $1,113 NHL - NORTHEAST 7 $151 $461 $262 NFL - MID-WEST 9 $835 $1,082 $973 NHL - MID-WEST 5 $153 $315 $227 NFL - WEST 6 $797 $1,081 $933 NHL - WEST 5 $134 $215 $186 NFL - CANADA 0 No Team No Team No Team NHL - SOUTH 7 $135 $227 $16970 | S E A T | | #SEATSummer2011
  • 63. Speak a common language with your clients through your partnership with Spotlight Ticket Management. Assure your customers achieve their goals with your experiences.A PARTNERSHIP WITH SPOTLIGHT: Offer Spotlight to your suite owners • Sports Tickets Drive Business – the numbers prove it. and add value to Give your customers the tools they need to effectively manage their tickets. your partnership• Assure Renewal – Sports tickets and suites are a vital corporate spend. Buying tickets provide a positive ROI, and Spotlight continually highlights this fact. • True Partnership – Create a true partnership between 877.423.4868 venue and customer to assure goals and a long term relationship. Create added-value benefits for your partners.
  • 64. Charts 3 and 4 Contraction also almost occurred in 2011 when MLB own- Dome capacity for the next 15 years. ers voted to eliminate the Minnesota Twins and the Montreal In North America, the sports landscape is still deciphering Expos. The league avoided contraction when the Expos moved how big it can get and in what markets to expand. Just like any to Washington, D.C., changed their name to the Nationals, industry, sport has growing pains, and not all teams and loca- and moved into a new stadium in 2008. The Twins stayed in tions have the same value. The old adage, “location, location, Minnesota and moved into a new stadium in 2010. location”, applies to the business of sports where not all cities This information can empower leagues and teams by un- are created equal.# derstanding which states or regions in the country support a particular sport, although there will always be exceptions with Do you have questions or comments regarding this research? only one team in markets like Oregon, Utah and Oklahoma. Write to Dr. Titlebaum at In addition, Canada has provinces that only have one team as well, such as Québec and British Columbia. This evidence says a great deal about these communities and the degree to which they support a professional team. However, if leagues are making decisions based solely on profitability and location, the Northeast region appears to be the strongest candidate for a new team in all sports, as does Canada for acquiring another NHL team. Sometimes a community will step up and bring out the welcome wagon to attract a team. A great example is St. Louis, who put together a CoMiNG uP NeXt: iNCreAse sPoNsor More reseArCH oN sweetheart deal to get the Los Angeles Rams in 1995. The city ACtiVAtioN witH Alsd.CoM: provided the Rams a guaranteed three-year sellout of skyboxes dYNAMiC www.Alsd.CoM/ and luxury seats, paid $29 million in relocation fees to the eNViroNMeNts reseArCH NFL, and guaranteed ticket sales of 85% of the Edward Jones72 | S E A T | | #SEATSummer2011
  • 65. John Platter John Platter John Platter John Platter Wine Guide 2011 Wine Guide 2011 Wine Guide 2011 Wine Guide 2011 4½ stars for 4 stars for 4 stars for 4 stars for vintage 2008 vintage 2009 vintage 2009 vintage 2008 John PlatterWine Guide 2011 5 stars for vintage 2007
  • 66. CreAtiNG PreMiuM sPoNsorsHiPeNGAGeMeNt witH teCHNoloGYIt was not too long ago that sponsor presence in stadiums and arenas consisted primarily of small,now seemingly inconsequential signage, merely splashing logos around the venue. Not anymore.By Justin Wood, Vice President, Dimensional Innovations B rands today expect more for their investment and an Technology integrated into the built environment goes a opportunity to showcase their commitment to the long way towards meeting these challenging goals. In 17 years team and to the community. Interactive experiences of designing, branding and building these experiential spaces, are providing just that opportunity. By utilizing Dimensional Innovations has seen a tremendous shift to one technology to add sponsorship value and fan engagement, of interaction, as opposed to static branding. Especially in brand presence is greatly increasing. facilities where there is a large season ticket holder base, the In the past, the “make my logo bigger” strategy often led opportunity to use technology as a way to keep content fresh to an organization’s brand being completely lost in a sea of a and enticing is extraordinary. million other logos. In facilities where nearly every square-inch of real estate is a potential asset for the team or venue, there is dYNAMiC eNViroNMeNts a real challenge for a brand to separate itself from the rest of In recent years, the term “dynamic environments” has been the visual noise that exists. Logos and static signage become used quite heavily. What it means in our world is that the built a textural background that, over time, is more difficult to get environment can change and can change easily and frequently. noticed. Fans are so oversaturated with the same old stimuli It also has the ability to respond to users. It simply turns that it simply gets blocked. architecture into a living organism that has the ability to tell an So where is a brand to go to gain the presence they are seek- ever-changing story. Dynamic environments are broken intoSponsorship zones, such as this ing for the dollars they are spending? How do they insure that several categories with varying levels of functionality and com-one at CONSOL Energy Center inPittsburgh, draw in users and their message does not become background noise? And how mitment. They each have their own characteristics, deliverablesspeak directly to them, providing can they make certain that their message can be constantly and and, of course, cost implications. Most dynamic experiencesa personal experience. affordably updated with relevant information? fall into three different categories: Autoactive, Interactive and Reactive. AutoACtiVe eXPerieNCes The simplest and least complex of dynamic environments falls into the category of autoactive experiences. These experi- ences are characterized by simple digital content dominated by animated text and graphics. These are incredibly reliable in delivering targeted messaging for a brand, conveying informa- tion and invoking an emotional response from visitors. These can be readily delivered using very simple back-end systems and re-purposing existing brand content in new ways. This deployment method was used heavily at Sprint’s East Gate Sponsorship at Lucas Oil Stadium. With over 25 LCD monitors in the space, existing messaging for the Sprint brand, NASCAR Sprint Cup, the NFL and the Indianapolis Colts was easily deployed and constantly updated to keep things fresh. In combination with simple static graphics and a strong in-venue activation, this space has been a very effective way to convey a constantly changing brand message in a very cost efficient manner. iNterACtiVe eXPerieNCes Since the early 1980s, we have been bombarded with memo- rable experiences from technology like Pac Man and Space74 | S E A T | | #SEATSummer2011
  • 67. Invaders. The nostalgia still compels us to engage in today’smodern games, such as the experiences we get from theNintendo Wii or the Xbox Kinect. These kinds of experiencesprovide real-time feedback in a game-like environment. Theyare frequently used as a way to provide fun and engagement,while often adding an educational component to the fun. At the Booth Hall of Athletics at the University of Kansas’Allen Fieldhouse, low tech and mid tech interactives were usedto tell some of the many stories of Kansas basketball. Interac-tives include, “On the Air with Max”, which features the gamehighlight calls of Max Falkenstein, the longtime voice of theJayhawks and “Think You Can Stop Me”, a reaction timegame, which utilizes modified basketballs to test your defensiveskills. The experiences provide a clear connection to the teamwhile allowing fans to have a great time, and more importantly,encourage fans to enter Allen Fieldhouse 20 minutes earlierthan they might have otherwise. The cost commitments herecan be relatively modest with the use of LCD monitors andself-contained CPUs with dedicated IP addresses that allow forwhat we call “plug and play architecture”. With a simple elec-trical connection, a wireless internet connection and, of course,the floor space, great, dynamic stories are told and created.reACtiVe eXPerieNCes In the most sophisticated of experiences, the digital mediais enabled to react directly with the surroundings in the venue.Through the use of cameras, sensors, etc., the reactive experi-ence gathers real-time information about the surroundings andreacts accordingly. This technology has the ability to draw inthe user and then hold them. If correctly done, the experi- Top: With over 25 LCD monitors and simple static graphics, the Sprint East Gate Sponsor-ence “speaks” directly to the user and makes for an incredibly ship at Lucas Oil Stadium is an effective way to convey a constantly changing brand message.personal experience. Bottom: The Booth Hall of Athletics at Allen Fieldhouse uses low tech and mid tech to One of the best examples of a reactive experience is the in- engage fans and tell the stories of University of Kansas basketball.stallation at CONSOL Energy Center for the Pittsburgh Pen-guins. The Penguins’ sponsorship activation with Highmark, #SEATSummer2011 | | S E A T | 75
  • 68. a Pittsburgh-based Blue Cross Blue Shield affiliate, includes six different high tech interactives and four different low tech interactives, with the most unique being the “Put Your Game Face On” interactive. The augmented reality-based program allows a user to utilize the 52” touchscreens (magic mirror) to manipulate his or her image to include a new updated image, displaying anything from a favorite player’s bobblehead to the Stanley Cup beard of a favorite player. The screen shot is sent to a user’s smart phone, keeping the viral nature of this kind of interactive in full swing. It also provides the impetus for users to supply their personal information (email or phone number) to the sponsor to receive a worthy takeaway from engaging with the experience. Recently, the collegiate scene has begun to participate in the premium activations that can be delivered with these sorts of reactive experiences. At the University of Missouri’s MATC building, Mizzou Athletics has created an experience that acts as a recruiting experience, a donor experience, a current athlete experience as well as a game day fan experience. The interactive 4’ x 15’ touchscreen wall tells the story of all 21 Mizzou sports in an incredibly interactive experience. The reactive portion of this experience entails the use of infrared cameras in the ceiling that force the animated and rather intimidating Mizzou Tiger to engage each user very specifically as they engage the touchscreen wall. Mizzou Athletics’ willingness to undertake a project with such bleeding-edge technology made for an in- credibly exciting and fulfilling project. The potential for donors and sponsors to use this sort of experience to tell their stories is indescribable, and as this technology grows and becomes more and more affordable, we are going to see it being used for many different purposes and budgets. tHe Future What we see for the future of technology in sports venues is congruent with much of what you have already read in SEAT Magazine. Everything from in-suite ordering for food and beverage to interactive cameras like the Penguins’ YinzCam to enhance the fans’ views of the game will become more and more common. Branded experiences and sponsorship zones will continue to grow in interactivity in their nature as fans and users continue to expect more and more from their in-venue experience. # Would you like more information on the case studies included in this article? Write to Justin Wood at Top: Mizzou Athletics has created a reactive environment that acts as an athlete recruit- ing, donor and game day fan experience. Justin is the Vice President of Business Development for Dimensional Innovations, a Bottom: Interactives, such as “Think You Can Stop Me” in Allen Fieldhouse, provide Design- Build Experience firm based in Kansas City. real-time feedback in a game-like environment.76 | S E A T | | #SEATSummer2011
  • 69. YOUR TEAM COLORS... OUR TEAM COVERS! COVERCOINC.COM 800-959-8527 INFO@COVERCOINC.COMAll products shown were made for existing clients and are being used for display purposes only.
  • 70. InduSTry And ASSocIATIon nEwS, conTInuEdALSD Member Editorial by Jake Bye happy just joining the conversation. “People are For more information on the Indians Social Suite, contact:[continued from page 16] going to be talking about the Indians regardless Rob Campbell, Digital Media Coordinatorwe certainly cannot expect our partners and our of whether we engage with them or not,” con- rcampbell@indians.comprospects to, a crucial message we consistently tends Campbell. “Even if we did not have Twit-deliver to our staff. Utilizing community and ter accounts or a Facebook page, the conversation For more information on Cleveland Indians Social Media, visit:civic assets, building in sponsorship inventory, would still be happening in that space. So rather a communication strategy, and offering than sit on the sidelines, we wanted to step footunique experiences are all ways to enhance the on the field and play, engage and interact.” To view photos from Jared’s night in the Indians Social Suite,value of a partnership without compromising its The Indians Social Suite is one part of a larger visit the ALSD on Facebook:profitability, something we continually strive for strategy to engage fans through social media. a sales group. Team President Mark Shapiro is the primary Our economic landscape has grown increas- driving force behind the push to social media.ingly complex over the past few years and, Where some other teams and businesses incontrary to popular belief, professional sports are general run into the problem of having to sell Tailgatingnot immune to the challenges at hand. So many social media up the ladder, Shapiro sees value in [continued from page 28]leagues and clubs have set the bar increasingly it and is an active user himself. “Mark has a Twit- which owns Pat Boone All-American Meats, ex-higher with the programs, events and strategies ter account. He’s monitoring what people say to plains the charitable component of the program.they have employed. In St. Louis, we strive to him, and he answers their questions,” observes He gives the example of large charitable groupsbe a trendsetter and have used these strategies Campbell. “He’ll also call me once a week with such as the March of Dimes which has millionsto build a foundation that will blend short-term an idea for a contest to give away tickets.” of people on their donor roles. If only one-tenthsuccess with long-term organizational goals. The strategy was put in place before last sea- of 1% of this group would purchase their weeklyThough our suites and premium seating have son after the Indians consulted with Amy Martin allotment of meat products from Pat Boone’srecently endured some challenging seasons, stick- and Digital Royalty. Martin did a baseline senti- group versus the grocery store, Tedder says it willing to these principles as closely as we can has ment study on the Indians brand and brain- help feed 40 million high protein meals to thepositioned us for success in 2011 and for seasons stormed ideas on how to capitalize on it. From hungry in the United States and come. those discussions came the Tribe Social Deck, a At the ALSD Conference and Tradeshow this All the best to your club and organization for ten-seat section in the left field bleachers. It was past June, the tailgating concept was tested in thethe remainder of 2011. Happy selling! an overwhelming success, which is largely why exhibit hall. Pat Boone made a personal appear- the Indians upgraded to a suite for this season. ance at the show and according to Tedder, PatWant to network with Jake? “[The Tribe Social Deck] gave us inroads into will personally work with individual venues toHere’s His Business Card communications channels that we had never test the concept. How much of a commitment?Jake Bye been a part of before,” Campbell explains. According to Tedder, Pat will work with teams atDirector, Ticket Sales and Premium Seating There are also operational and logistical his music museum home office and do interviewsSt. Louis Rams benefits of moving indoors to a suite, such as no and media appearances to bring the charitable901 N. Broadway glare on laptops, cell phones or televisions. “It’s aspect of this program to their attention.St. Louis, MO 63101 a much better experience,” continues Campbell. For the right program, Pat will even make a(O): 314.425.0506 “And now by dedicating a suite to this initiative, personal appearance and sing the you see how important it is to the organization.” Banner. Boone is a huge sports fan and at The social media sphere has visibly evolved time, he owned an American Basketball As- from a buzzword to a vital department within sociation team, the Oakland Oaks. A couple of the Indians organization with the driving motive teams are already talking with Pat about doing a being building stronger connections with fans. Charity Night.Indians Social Suite Although tough to quantify, the Indians have According to Tedder, the program is gaining[continued from page 24] attributed direct ticket sales through discounts some traction in the brief time it has been intro-the people who attend seem to have an under- for select games only promoted through social duced. And why not? In the revenue race thatstanding that they are being recognized for what media. Campbell believes the larger actual dominates professional and college sports, here isthey have been doing, and it is a pat on the back revenue is realized more by building a brand. “It’s another idea that can help teams out. And thatto have their own suite and to have a free ticket both a marketing and a sales application for us,” is the bottom a game. says Campbell. “We recognize its ability to help – ALSD Staff Report There will inevitably be questions about per- us build a brand and manage the message aroundformance on the field, but the Indians view such our brand.”comments no differently than those made by its “We put the message out there initially, andbeat writers in the local papers. The organiza- then we listen and interact,” Campbell continues,tion does not have control over the print media “because there’s always ways for us to enhancemessage just as it does not have control over the our fans’ experiences.”social media message. The Indians appear to be – Jared Frank78 | S E A T | | #SEATSummer2011
  • 71. coming ATTrAcTionS T he fall season is again buying season for the premium If you would like more information on the Buyers Guide or seat industry. The next issue of SEAT will include our want to be included in our listing, please contact the ALSD: annual Buyers Guide listings which continue to be a valuable member benefit, the marketplace’s only pre- Scott Hinzman mium buyers guide and one-stop shopping resource. Listings National Sales Manager this year will again include a variety of categories, including: 513.674.0555 x101 Amenities And PromotionAl Products Food And BeverAge Ryan Mirabedini Furniture, Fixtures And equiPment Membership Director 513.674.0555 x105 inFormAtion technology ProFessionAl services S E AT leading the premium seat industry Fall 2011 p u b l i s h e d b y t h e a s s o c i at i o n o F l u x u r y s u i t e d i r e c t o r s buyers guide 2012 BGcover12.indd 1 8/31/11 11:05 AM80 | S E A T | | #SEATSummer2011
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